Chelsea FC Delves Into The Sports Nutrition Business With Launch Of Its Own ‘Blue Fuel’ Brand

Chelsea FC Delves Into The Sports Nutrition Business With Launch Of Its Own ‘Blue Fuel’ Brand

One of the most iconic sports clubs in the world, the English Premier League team Chelsea, has branched out into sports nutrition.

Called Blue Fuel, it has been designed to revolutionise the way sports enthusiasts keep themselves nutritionally fuelled.

Trialled with and used by Chelsea FC’s very own players, Blue Fuel’s unique product range is designed to cater for all the main need states for team sports. It’s a unique service with a fully Informed Sport tested range which includes hydration sachets, protein powder blends, protein bars and energy gummies.

Blue Fuel spokesperson, Lee Bell, said: “Blue Fuel is unlike any other nutrition service or offering on the market – it’s a complete sports nutrition service that is personalised to you.

“Trialled on some of the best athletes, the unique product range has been specially-designed to hit the main need states that are crucial in all sports to help athletes achieve their ultimate fitness goals and be the best possible version of themselves. I’ve tested the products and the app myself and it has made me see sports nutrition in a completely different light,” Bell added.

Using the combination of Chelsea FC’s world-class nutritionists, along with health and sports science expertise and the players themselves, Blue Fuel is the first new tech-led health and fitness product to be designed by CDV. The digital first business was established to use and combine the clubs widely recognised elite sport performance with specialisms in technology and consumer product development to invent products designed for all areas of health and fitness, appealing to consumers beyond just football.

Chelsea FC chief executive, Guy Laurence commented: “We wanted to utilise our very best expertise, from world class coaches and sports nutritionists to the players themselves, and harness this to create innovative products for fitness enthusiasts and team players of all sports. Chelsea Digital Ventures has the technological talent to unlock this resource and invent revolutionary products for consumers to enjoy globally.

“Blue Fuel is just the first innovative product start-up out of Chelsea Digital Ventures and we look forward to announcing new innovative products currently in development that tap into consumer needs across health, sport and nutrition,” Laurence said.

For Blue Fuel, users can sign up to the bespoke subscription service via the website where they are prompted to input key information such as the sport they play, the frequency of their training, fitness goals and personal details. They are then recommended a specific Blue Fuel box of products and quantities that suit their activity levels and needs.

Each subscriber is encouraged to download the Blue Fuel app so that they can plot their training schedule and supplement consumption, keeping track of their progress. Alongside this, the app gives tailored guidance on when to use each product and offers performance recipes that suit the athlete’s total calorie and macronutrient needs. With over 250 recipes available, users can tailor their taste buds to a range of meals for breakfast, lunch and dinner which have been created by a performance chef and nutritionist.


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