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FUEL10K10K founder in this week's gruelling Strathpuffer

The Scottish founder of the UK’s fastest growing breakfast brand will be taking part in this year’s gruelling Strathpuffer.

Alex Matheson, one of the founders of FUEL10K, will also be sponsoring the Highlands of Scotland endurance event and providing energising Porridge Pots to provide sustenance to everyone taking part.

Hailed as one of the world’s toughest mountain bikes races, the Strathpuffer combines freezing temperatures, 17 hours of darkness and miles of gruelling terrain. The 24 hour event takes place on 21 and 22 January and over 900 competitors are due to take part.

Alex, a former Army captain who commanded tanks in Kosovo and Iraq, has been training hard for the event.

He said: “I’m delighted to be taking part in my first Strathpuffer. When it comes to mountain bike challenges, they don’t come much tougher or more rewarding than this.

“FUEL10K is an active orientated brand and we’re on a mission to provide sporty people with exciting protein-rich breakfast products. Like our customers, we like to push ourselves and take part in challenging events too.

“I’ve been majoring on cycling for the last few years and as well as the Strathpuffer I plan to take part in this year’s annual London to Paris Ride in 24 hours and the North Coast 500, a non-stop 500 mile ride around the North Highlands.”

Alastair Lawton, Strathpuffer Event Chief, said: “I’m delighted that local breakfast brand FUEL10K will be helping this year’s Strathpuffer 24 hour race participants get across the finishing line next weekend. Morning sustenance at its best!”

FUEL10K is a fast-growing challenger brand offering a full range of protein-boosted breakfast options including the first meal-drink liquid breakfast, porridge pots, granolas, wheat biscuits, multigrain flakes and new fruity Quark pouches.

The brand is challenging the likes of cereal giants Weetabix and Nestle in the supermarkets with its protein rich innovative products – and encouraging active people back to breakfast. As well as Strathpuffer, FUEL10K is the official breakfast brand for Tough Mudder Obstacle Races and Human Race Triathlons.

EDITOR’S NOTES

For more information and pictures please give Lucy a call on 0151 239 5050 or 07903 197402. Email at lucy@masonmedia.co.uk

This was posted in Bdaily's Members' News section by mason media .