“It sounds odd, but a bowl of cereal was the genesis for the recently released cookbook, “The Feed Zone: Fast and Flavorful Food for Athletes.” The moment of inspiration came during one of Allen Lim’s first trips to Europe, where he witnessed a young pro cyclist pour himself the aforementioned bowl of cereal — for dinner.

Clearly the nameless racer was tired of the standard bland chicken-and-pasta diet that’s so common in the professional peloton and was looking for a change. Sadly, the best he could do was a box of bran flakes.

“I knew then that there had to be a better way,” recalls Lim, a Ph.D. and sports physiologist who has worked for both the then-Garmin-Transitions team and Team RadioShack, and this year is doing consulting work with individual athletes such as Levi Leipheimer.”

Read the full story “Allen Lim, Biju Thomas team up on recipe collection for busy athletes” on VeloNews.com.