Liquid Fuel is a new ambient milk-based breakfast drink, designed to be merchandised in the cereal aisle. Primarily targeted at ’breakfast skippers’ and described as a ’boosted breakfast’, the drinks offer 10% more fibre than a 30g serving of All Bran and twice the protein of two Weetabix. There are three flavours: strawberry, chocolate and caramel latte.

Co-founder of brand owner Fresh Marketing, Barney Mauleverer, said: "Liquid Fuel was developed based on our knowledge of emerging trends in the US market. We want to bring innovations to UK shelves and believe there is a real need to rethink the traditional breakfast market, which has stagnated over recent years."

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