Barney Mauleverer is one of the creators of Fuel and a devotee of extreme sporting challenges having completed the gruelling Marathon des Sables across the Sahara Desert, the Himalayan Marathon and, most recently, the Jungle Marathon in the Amazon.

Mauleverer said: “We have created Fuel because we were bored with what was on offer in the cereals category and specifically to meet the needs of today’s active people taking part in marathons, triathlons, mountain climbing, as well as more traditional pastimes such as rugby, tennis and squash. An energy-packed cereal like ours will help give them the edge in their training regimes and in competition.”

Fuel is available now in Tesco and will also appear in Sainsbury's stores from June. The cereal comes in 400g packs and has a retail price of £3.29.