Puk'in Fluid

10 minutes is pretty quick to overheat if there is enough coolant and it is actually flowing. As a couple of guys suggested make sure there are is no air trapped (unusual with these in my experience).

It strikes me that the coolant is not flowing correctly. Is the rad and upper and lower hoses actually hot? When running with cap removed do you see it flowing? Check thermostat is not upside down (I've made that miskake!). Maybe bad water pump?