Chelsea FC launches Blue Fuel sports nutrition service brand

Chelsea FC, the English Premier League football club, has launched a personalised sports nutrition brand in the UK. The brand, Blue Fuel, is developed by Chelsea Digital Ventures (CDV), a first of its kind digital consumer product business launched by Chelsea FC in 2018.

With the launch, Chelsea FC has stirred the global market of highly competitive personalised sports estimated to be $15.6 billion.

The nutrition service delivered through Blue Fuel app offers a range of sports supplements, meals plans, supplement subscription, personalised recipes and a macronutrient overview with recommendations developed by Chelsea’s expert nutritionists and tailored to an athlete’s specific sports, performance levels and individual training schedules.

Blue Fuel Product Owner, Emma Barraclough, believes the range will appeal to the consumers who take more personalised approach to their nutrition.

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

Chelsea Digital Ventures Director, David Rose, rationalising the Blue Fuel launch said: “We believe the amateur sports player is underserved, lacking a quality nutrition service, personalised for the individual, regardless of the sport they play. For many people, there is a lack of knowledge or more confusingly, too much competing and misleading advice. We aim to simplify that and offer a professional-grade service that happens to taste great.”


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