Fuel10k has released what it claims are the UK’s first protein-packed low-sugar soft bake breakfast cookies.


The firm said it has reduced sugar without compromising on taste and satiety to produce the  50g Oat Cookies, which come in two flavours: Double Chocolate (21.4g of protein per cookie), and Strawberry with White Chocolate (21.5g of protein). The cookies contain 3.8g of sugar and have a recommended retail price of £1.49.

“In our own consumer research in November 2017, we asked 750 people what sort of products they would like. Healthy bars, cookies and snacks came out top of the list,” said Fuel10K co-founder Barney Mauleverer.

“Our retail customers were also asking for more on-the-go breakfast options. So, we made a snack that ticks the health box and tastes great, chewy cookies that deliver a satisfying on-the-go breakfast.”

Fuel10K has grown into a £10m brand in the past five years, with products available in retailers including Tesco, Sainsbury’s, Waitrose and Amazon.

It made its debut as a breakfast cereal but has since expanded to include breakfast drinks, porridge pots and peanut butter sachets.

According to research from Kantar Worldpanel in 2017, 83% of consumers view cereal as no longer just for breakfast, but also as a snack.