A WIRRAL businessman is looking to energise active, early morning risers as the co-founder of a fast growing breakfast band taking the nation by storm.

FUELYOUR10KHOURS was born three years ago when Bromborough dad Jason Kerr and three like-minded colleagues decided it was time to balance their work and family life far better than they had before.

An idea planned and executed from the 43-year-old’s office in Bromborough Village, the company’s range of chunky granolas hit Tesco’s shelves in 2012.

The brand has since rolled out into breakfast drinks, porridge pots and sachets and is now set to make its mark in the mainstream cereal aisle as a protein-based wheat biscuit.

“The FUEL10K Protibrick is the first ever protein boosted wheat biscuit cereal,” said father-of-three Jason, who grew up on the doorstep of breakfast giant Cereal Partners.

“It has been designed to suit a growing appetite for protein and to keep active early morning risers feeling fuller for longer.”

Protibrick wheat biscuits are made from 100% wholegrain and are high in fibre and low in both fat and sugar.

Developed under the mantra of “No Cutting Corners” on account of its unique square edges and the company’s core message, Protibrick is bigger than the average wheat biscuit.

Protibrick is expected to be a winner at the family breakfast table, with its on-pack messaging around achieving excellence something that almost all parents will want to echo with the younger generation at breakfast time.

Former Wirral Grammar School student Jason - who works alongside fellow co-founders Barney Mauleverer, Alex Matheson and Sean Uprichard, as well as new recruit Scott Chassels - added: “Our wheat biscuit cereal offers a great meal at the start of the day.  Being bigger and protein boosted, our cereal offers something more. 

“At the start of the day or after a morning workout, Protibrick is a great option for anyone but particularly an active early morning riser looking for more from their breakfast.”

FUELYOUR10KHOURS breakfasts are built around Dr Anders Ericsson’s 10,000 hours theory, that to become elite in a chosen field requires 10,000 hours of practice. Its products provide sustenance in the pursuit of excellence.

Jason added: “”We are about offering innovative products that people want and an idea that inspires. – ‘No cutting corners’ reflects both the nature of our product and our business philosophy.

“With retail sales forecast to top £10 million in the next 12 months, we’re proving that our great new brand definitely engages with active early morning risers.”