Retailers need to introduce healthier drinks to their range to grab hold of the “massive opportunity” presented by the impending sugar tax.

That’s the advice from Barney Mauleverer, co-founder of Fuel 10K, a breakfast protein drink that launched two years ago.

“Within two years it’s become a category worth £12m in sales. The porridge pot category is worth £25m and breakfast biscuits are worth £50m,” he said. “It’s the concept of Red Bull but for breakfast. If you look at the size of milk drinks you can see the opportunity.”

Kirsty Leslie, co-owner of New Mart Off Licence & Convenience in Liverpool, added breakfast drinks to her chilled range two weeks ago to target health-conscious shoppers.

“We’re near a block of offices so we do a lot of trade in the morning from workers coming in for their breakfast.

“I’ve been selling four cases of Fuel10K a week and healthier drinks generally are selling really well in my store. Shoppers are becoming more focused on their health,”
she said.