Runners taking on the iconic London Marathon can expect an unexpected boost this year, as tailored meal plan company Frive prepares to transform mile 18 into a high-energy celebration.
Often referred to as “the wall,” mile 18 is where glycogen levels dip and fatigue sets in. Recognising this crucial moment, Frive is stepping in with a vibrant takeover designed to lift spirits, refuel runners, and energise spectators alike.
Why Mile 18 Matters for Marathon Runners
For many marathon participants, mile 18 is the toughest stretch of the 26.2-mile course. It’s where physical endurance meets mental resilience, and where crowd support can make a critical difference.
Frive’s activation aims to tackle this head-on, turning a traditionally gruelling point into a lively hub of motivation — complete with music, food, and personalised support.
Free Food and Drinks for Runners and Supporters
At the centre of the Mile 18 Marathon Party is a generous offering of free, freshly prepared meals. Spectators — and even runners needing a quick refuel — can enjoy protein-packed dishes like jerk chicken and chicken korma.
Alongside the food, visitors can relax on hay bale seating while enjoying a selection of drinks, including:
- Cold-pressed juices
- Classic spritz cocktails
- Draught beers
- Soft drinks
The setup blends a festival atmosphere with practical fuel to keep energy levels high.
Personalised Cheer Signs to Power Runners Through
Supporters can take their encouragement to the next level with free, custom graffiti-style cheer signs. Created using repurposed Frive packaging, these signs add a sustainable touch while helping to create a visually striking wave of support along the course.
Whether cheering for friends, family, or complete strangers, the initiative is designed to amplify the sense of community that defines marathon day.
Live DJs and Real-Time Shoutouts
Frive is also bringing the party vibes with live DJ sets played from the back of a branded tractor. Throughout the day, MCs will deliver live shoutouts to runners as they pass mile 18, adding a personal and uplifting touch.
Spectators can even submit names for shoutouts in real time, ensuring runners feel seen and supported during one of the race’s most challenging moments.
Fuel Beyond the Finish Line
The support doesn’t end at mile 18. After crossing the finish line, runners can claim a free supply of Frive meals to aid recovery.
To redeem the offer, participants simply need to enter their race number and finishing time via the official Frive website: https://www.frive.co.uk/london-marathon
A Commitment to British Produce
Frive’s activation reflects its broader mission: championing British-sourced ingredients and a farm-to-fork philosophy. That ethos is carried through every element of the Mile 18 experience, from the food to the rustic, farm-inspired setup.
What Frive Says
Speaking about the initiative, George Taylor explained:
“Marathon day is one of the most inspiring moments in London, and we wanted to show up in a way that genuinely supports runners and the people cheering them on. Mile 18 is where it gets really tough, so we’re bringing the energy, noise, and of course, food made with quality British-sourced ingredients, to help push people through.”
Where to Find the Mile 18 Party
Frive’s Mile 18 Marathon Party will be located at the Wardian Building on Marsh Wall (E14 9TP), right as runners enter mile 18 of the route. The activation will be open throughout race day to both spectators and participants.
