Cereal brand Fuel is hoping to shake up the breakfast aisle with the launch of a milk-based drink for fellas.

The ambient breakfast drinks are expected to be merchandised in the cereal aisle, which brand owner Fresh Marketing claimed was a first for the market, and represented a change in the way buyers were viewing the breakfast category.

The drinks will be rolling out from 1 February to 500 Asda stores and 750 Tescos in a 330ml Tetra Pak carton, and will be available in chocolate, strawberry and caramel latte flavours (rsp: £1.49).

“Statistics show young males are leaving the breakfast category in droves, with many skipping breakfast in place of a coffee,” said Fresh Marketing founder Barney Mauleverer.

”retailers are buying into this product because we’ve created the right proposition at the right time - both for the retail market and for a young male customer base.”

Porridge pots are also being added to the Fuel brand, which was launched in 2011 and currently comprises three granolas. Rolling out in February, the 60g pots (rsp: £1.19) will be available in Golden Syrup, Forest Fruits and apple & Cinnamon flavours.

Fresh Marketing said retail sales of the Fuel brand were projected to be about £1m this year, but expected the new products to take this to £5m in 2013.

The company, which also operates an international distribution network for British food and drink products, is looking to take Fuel abroad, starting with Denmark and then Hong Kong and Singapore.

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