Chelsea FC’s personalized sports nutrition service “revolutionizes” performance

07 Jul 2020 --- UK-based Chelsea Digital Ventures (CDV), a digital business spun out of Chelsea Football Club (FC), has launched a personalized sports nutrition service called Blue Fuel. “Unlike any other nutrition service,” the app offers a supplement subscription, personalized recipes and a macronutrient overview with recommendations tailored to an athlete’s specific sports, performance levels and individual training schedules.

“Most personalized products focus on the target need of one product, as opposed to supporting the whole diet. Blue Fuel provides personalized meal plans and a variety of performance recipes that have been developed by a performance chef and nutritionist. It’s also the only personalized nutrition solution on the market designed to cater for all the main need states for sports,” Emma Barraclough, Blue Fuel Product Owner, tells NutritionInsight.

The Blue Fuel solution is a collaborative effort with the teams, nutritionists and coaches at the currently fourth placed Premier League soccer club. All Blue Fuel products were developed and tested with Chelsea FC’s senior academy and women’s teams. “Currently, Blue Fuel is confirmed to launch in the US early 2021. After that, Blue Fuel plans to launch in other global territories following the launch in the UK and US markets,” Barraclough announces.

With its comprehensive sports overview, the app targets athletes “beyond just [soccer].”CDV and Chelsea FC aimed to provide their expertise to all athletes, “appealing to consumers beyond just [soccer].” The former business uses the club’s specialized technology to invent products designed for all areas of health and fitness. As Guy Laurence, CEO of Chelsea FC, puts it: “CDV has the technological talent to unlock this resource and invent revolutionary products for consumers to enjoy globally.” 

The sports nutrition category continues to move into the mainstream with strong growth occurring in food and beverages featuring a sports and recovery claim. Innova Market Insights data notes that sports nutrition launches have witnessed an average annual growth of 23 percent globally between 2015 and 2019. “This space is no longer a self-contained, specialist segment aimed solely at dedicated athletes. Instead these products have seeped into the mass market,” the market researcher highlights.

How does it work?
After downloading the app, users enter their basic details, such as age, weight, gender, as well as sports played, their weekly frequency, intensity and overall fitness goals. Based on its calculations, the app then proposes a personalized nutrition products box. Before home-delivery, consumers can review the product suggestions, choose flavors and adjust amounts. The app also offers a personalized plan on when to eat or drink nutrition products to align training schedules with supplement consumption.

All Blue Fuel products are batch-tested under Informed Sport’s strict guidelines. The service’s product range includes:

• Boost: Blue Fuel Energy Gummies: Packed with carbohydrate energy (30 g per serving) and B vitamins to support normal energy metabolism.

• Recover: Blue Fuel Recover Powder: A carbohydrate and 30 g protein blend with key vitamins and minerals for swift recovery.

• Hydrate: Blue Fuel Hydration Powder: No-added sugar electrolyte powder mix for full hydration.

• Rebuild: Blue Fuel Rebuild Powder: 30 g of protein to support lean muscle mass after strength and conditioning training.

• Rebuild: Blue Fuel Protein Bars: A low-sugar, 20 g protein solution for rest day preparation or post-game fuel. 

The Blue Fuel solution is a collaborative effort with the teams, nutritionists and coaches at Chelsea FC.The Hydration Powder and Energy Gummies are vegan diet-suitable while the residual three products are vegetarian-friendly. These diets are also taken into account in Blue Fuel’s bulk of 250 performance recipes.

“Gummies were in high demand by the team throughout development and the protein bars have been particularly popular so far,” Barraclough details.

“Trialed on some of the best athletes, the 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,” says Blue Fuel spokesperson, Lee Bell.

The average subscription rates start from £55 (US$69) per month, but vary depending on the athlete’s activity levels and supplementation quantities needed to hit their goals. Flexibility in the pricing structure means that the program and subscription fee can adjust for changes in circumstances, for example, to accommodate an athlete’s off-season. 

Digital technology and phone apps have given the personalized nutrition trend a new breath of life. ZOE uses artificial intelligence to develop personalized eating plans based on a person’s unique gut microbes and dietary inflammation. At-home blood collection kit and app Baze analyzes blood samples to offer nutrition plans and supplement subscriptions specific to individual deficiencies. More specifically in the sports arena, Dutch retailer Jumbo recently released a free app that is touted as a personal nutrition coach for cyclists.

By Anni Schleicher

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