Background and contacts


Inspired by the 10,000 hours theory by Dr Anders Ericsson and popularised by Malcolm Gladwell, FUEL believes practise can make perfect. 20 hours a week. 1,000 hours a year. For 10 years. 10,000 hours is the level of practice required for you to become elite in your chosen field, whether athlete or artist, musician or businessman. We want to motivate you along your own ’10k hours’ journey and this starts with putting the right food into your body at breakfast to energise and strengthen it. FUEL provides the sustenance you need to get you started in the morning, whether you have time for FUEL Energy Granola, or you can wait two minutes for FUEL Porridge Pots or you are out the door with FUEL Liquid

About The Digital Newsroom

The Fuel Your 10k Hours Digital Newsroom is a simple and useful resource for you to keep track of all the latest news stories. High resolution images and complete press releases are available to download from here, and you can connect with our various social media profiles easily. Suggestions for improvements are welcome.

Contact Details

Katie Bawler & Aaron Maughan
Manifest London
t. 0203 1379270
e. Fuel@manifestlondon.co.uk



  • We spend 85 hours a year snoozing
  • We average six hours and 36 minutes sleep per night and wake up at 07.12
  • One in ten have been sacked for being late because of snoozinG
  • A quarter (25 per cent) would like to use the snoozing time to catch up on more quality time with their family or partner.

It often seems like there are rarely enough hours in the day and new research from FUEL YOUR 10K HOURS illustrates that the average UK person loses 85 hours each year by hitting the snooze button; equating to 173 days of their life lost to snoozing.

Athlete or artist, businessperson or musician, it takes roughly ten thousand hours of practice to become elite. The study found that nearly one in 10 people wish they could be more productive in the morning.

FUEL wants to motivate and help people to, bit by bit, quit the snooze and use that extra time to achieve their goals and kick start their day. Indeed, just by quitting the snooze, people could achieve nearly half of their ten thousand hours and be well on their way to achieving personal greatness.

  • The report delving into the nation’s morning habits found we’re a nation of wannabe early risers with the average Brit setting their alarm for 06.58, however, most can’t peel themselves out of bed until 07.12.
  • The study reveals we’re only getting an average of six hours and 36 minutes shuteye a night, much less than the recommended eight hours.
  • Nearly a quarter (24 per cent) of people admit to feeling like they haven’t had enough sleep upon waking.
  • One in thirteen (8 per cent) wish they could be more productive in the morning.
  • 13 per cent report feeling more awake if they jump straight out of bed.
  • Snoozers’ good intentions include a morning run (16 per cent), cycling or walking to work (14 per cent), hitting the local lido for a swim (11 per cent) or taking the dog for a walk (10 per cent).
  • A third (32 per cent) setting more than five alarms.
  • 29 per cent put their alarm clock at the other side of the room in an attempt to force them out of bed.
  • A third (32 per cent) have set their ringtone to a loud piercing noise to jolt them out of bed.
  • Over one in 10 (11 per cent) have chosen an annoying song for their alarm ring.
  • Snoozing can also lead to work woes with one in eight (15 per cent) claiming to have missed an important meeting.
  • One in 10 (9 per cent) have bagged a written warning or even the sack for lateness.
  • One in six (16 per cent) report that they regularly miss their train thanks to the snooze button.
  • One in 20 (5 per cent) have been late for a job interview.
The UK’s biggest snoozers are in the seaside town of Brighton with inhabitants snoozing for 19minutes a day, followed by dwellers in Scotland’s capital city, Edinburgh and Alan Patridge’s home town of Norwich, both snoozing for 18 minutes a day.


Chireal Shallow, Sleep Psychologist, comments:

“We snooze for many reasons, predominantly because we want to squeeze as much sleep out of the night as possible, and often still feel tired when we wake. This is especially true in the winter months as we need to wake whilst it’s still dark outside, which means our bodies do not get a chance to awake naturally with the aid of light, which helps to regulate our sleep. Snoozing is the way we, as humans, attempt to mitigate the lack of sleep, or how tired we feel by trying to wake up gradually and gently.”

She added:

“The Fuel Snooze Study confirms that we’re a nation of snoozers. Essentially we are snoozing too much, which is not an effective use of our time and does not improve the quality of our sleep, only our perception. The reality is we need to break the viscous cycle of snoozing and make good use of those morning hours, as is the premise of FUEL YOUR 10K HOURS. Use those extra minutes to do something you’re passionate about, learn a new talent or take up a hobby such as cycling, swimming, or even taking a photography class. You should also make sure you eat well, and within 30 minutes of first waking up, so that it helps to provide you with the energy you need to tackle the day ahead.”

Barney Mauleverer, Co-founder of FUEL YOUR 10K HOURS, commented:

“Mornings can be a killer and this study demonstrates that we all like to hit the snooze button every now and then. Most of us are already time poor so just think what we could achieve if we didn’t snooze quite so much each morning. FUEL is calling on the UK’s snoozers to try, bit by bit, to hit the snooze button a little bit less each morning and use that time to achieve your goals or do something you’re passionate about.”

Attached Files



FUELYOUR10KHOURS launches wheat biscuit for early morning risers Breakfast innovator FUELYOUR10KHOURS has launched the world’s first protein boosted wheat biscuit, ideal for fuelling early morning risers, keen on seizing the day in an active way. The brand new Protibrick is made with 100% wholegrain, meaning it’s high in fibre and low in fat and sugar. […]

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FUELYOUR10KHOURS transforms wheat biscuit market with launch of Protibrick  Breakfast innovator FUELYOUR10KHOURS has launched a brand new cereal set to hit UK supermarket shelves this February. FUEL10K Protibrick is the first ever protein boosted wheat biscuit. It has been designed to suit a growing appetite for protein and to keep active early morning risers feeling […]

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New Protibrick from FUELYOUR10KHOURS targets smart breakfast eaters and fuels transformation in wheat biscuit market Breakfast innovator FUELYOUR10KHOURS today introduced the Protibrick, a revolutionary device for smart breakfast eaters to fuel their day. The Protibrick offers an advanced solution to existing wheat biscuit breakfasts, featuring a significantly larger surface area, with 100 per cent wholegrain and […]

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