Media release: Scottish FUEL10K founder to take part in Etape Loch Ness

Alex Matheson

NOT content with cycling the gruelling 24-hour Strathpuffer earlier this year, the Scottish co-founder of one of the UK’s fastest-growing breakfast brands is gearing up for his next three cycling challenges.

Alex Matheson, of FUEL10K, is in training for the 2017 Etape Loch Ness – a 66-mile race around the iconic loch which starts and finishes in Inverness.

This year’s event takes place on April 23, with a record 5,200 riders taking part.

He will also compete in the North Coast 500 in 48 hours between May 9 and 11, a 516-mile cycle route around the north coast of Scotland, starting and ending at Inverness Castle; and The Duchenne Dash, a 24-hour bike ride from London to Paris on June 9 to help raise £1 million for research charity, Duchenne UK.

Alex’s brand FUEL10K is the official breakfast sponsor for Etape Loch Ness and The Duchenne Dash and will be providing riders with hot porridge and other high-protein breakfast products from the range to help competitors to reach their potential.

Alex, a former Army captain who commanded tanks in Kosovo and Iraq, said: “Like our brand, the FUEL10K team are an active, orientated bunch and we do all sorts of things – from jungle marathons to professional skydiving and motorbike adventures.

“Cycling is my thing and I’m proud to be involved with some of Scotland’s most iconic cycling challenges as well as the London to Paris Duchenne Dash.

“Our brand is all about getting out there and giving it your best shot. We’re excited to be meeting a lot of people who think the same way we do and bringing people back to breakfast.”

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 making an impact in the supermarkets with its protein-rich innovative products – and encouraging active people back to breakfast.

As well as Etape Loch Ness, FUEL10K is the official breakfast brand for Human Race Triathlons and The Duchenne Dash.

About FUEL10K

The FUEL10K range includes breakfast drinks, Quark with fruit, granolas, porridge pots, Protiflakes and Protibrick wheat biscuits. All products are protein-rich to fuel your journey wherever it’s taking you.

Look for FUEL10K in the Breakfast aisle at all the national supermarkets – including Tesco, Sainsbury’s, ASDA, Morrisons, Ocado, Waitrose and The Co-operative – as well as online from

What’s with the 10K? The theory goes it takes 10,000 hours of practice to become brilliant, 10K hours of dedication. Wherever you’re at on that path, FUEL10K is here for the journey.

Notes for editors:

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

Also available is a 1,000-word interview with Alex Matheson on how he keeps fit mainly by cycling and has set himself four big cycling challenges this year. Do get in touch if you would like to see the article and pics.

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