Gruelling Gruel Bike Challenges


Not content with cycling the gruelling 24-hour Strathpuffer earlier this year, the Scottish co-founder of what is claimed to be the UK’s fastest growing breakfast brand has just completed the Etape Loch Ness and has his sights on two more cycling challenges.

Alex Matheson of FUEL10K took part in the 2017 Etape Loch Ness– a 66 mile race around the iconic Loch which started and finished in Inverness 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 was the official breakfast sponsor for Etape Loch Ness and will be for 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 whether you’re at the beginning of a journey or looking at an Olympic Gold. 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 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 Etape Loch Ness, FUEL10K is the official breakfast brand for Human Race Triathlons and The Duchenne Dash.

It looks like it would be a disservice to refer to their products as “gruel”, given the protein rich nature of the products and the distribution they have achieved in supermarkets including Tesco, Sainsbury’s, ASDA, Morrisons, Ocado, Waitrose and The Co-operative as well as online from

Where does the “10k” name come in? ? The theory goes it takes 10,000 hours of practice to become brilliant, 10K hours of dedication. Alex is certainly getting his hours in with his long distance rides.


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