Myprotein

33

33Fuel

33Fuel is a British sports nutrition brand founded in 2012 by Erica and Warren. Its range covers fuelling during exercise and everyday nutrition, with Chia Energy Gel, Rocket Fuel carb drink blend, Amore energy bars, Eroica protein bars, protein powders, greens powders and creatine. The brand presents its range as plant-based and describes its approach as real-food nutrition under the Fuelosophy name. These are the company's product and ingredient claims, rather than independent proof of a health or performance benefit. Its own shop offers individual products, bundles and a taster pack. Runners, cyclists and other active customers can compare formats, serving instructions, ingredients and allergens on each product page; the range and stock may change.

Vitamins and performance supplements

AC

Active Root

Active Root is a UK sports nutrition brand that uses natural root ginger in all its products to help prevent bloating, nausea and stomach discomfort during exercise. Its range includes energy gels, energy chews, Electrolite hydration drink mix and recovery products, made with simple natural ingredients. Its Energy Chews were highly commended by Runner's World UK in the Sports Nutrition Awards 2026.

Protein and performance supplements

CH

Chia Charge

Chia Charge sells sports-fuelling foods including chia-seed flapjacks, smaller snack bars, nut butters and chia seeds. Its shop lists 80 g and mini flapjacks in several flavours, with an original recipe using oats, syrup and sea salt and a berry recipe made with dates and cranberries instead of added sugar. The brand says its flapjacks are made in Yorkshire and markets them as food that can be carried on runs and rides. Different recipes have different ingredients, so the no-added-sugar statement applies to the berry recipe rather than to the whole range.

Protein bars and functional snacks

GY

Gymshark

Gymshark is a fitness apparel brand that makes gym and workout clothing and accessories, along with training content for its community. It says it exists to unite the conditioning community, and its story began in 2012 in a garage in Birmingham, UK, with a sewing machine and a screen printer. Gymshark describes its offer as the clothing people sweat in, the content they find inspiration in and the community they become their best in, and its leadership includes Ben Francis.

Gym and training apparel

HU

Huel

Huel makes nutritionally complete food designed to provide all 27 essential vitamins and minerals. It was started by Julian Hearn in June 2015 with the mission to improve the health of people and the planet through complete, convenient nutrition. Huel says it has served 600 million meals across more than 100 countries, with around 50% less CO2 impact than the average meal. Huel has announced that it has agreed to join Danone, the global food and beverage company.

Complete nutrition meals and powders

IN

Inov-8

Inov-8 is a sports brand making footwear and apparel for trail running, hiking and functional fitness, including shoes such as the F-LITE MAX. It was founded in 2003 in the fells and mountains of the English Lake District, and says it aims to support the world's physical and mental fitness through pioneering products that keep athletes in the flow, balancing design between the body and the environment.

Sports apparel and footwear

MA

Maximuscle

Maximuscle is the original name of MaxiNutrition, a UK sports nutrition brand selling protein powders such as Promax Lean and Cyclone, EAAs and other supplements. It was founded by Zef Eisenberg in 1992 as Maximuscle, on the belief that athletes deserved better science, ingredients and results. MaxiNutrition calls itself the UK's original supplement brand and says it was the first UK sports nutrition brand to screen its products for banned substances.

Protein and performance supplements

MI

Misfits Health

Misfits makes plant-based protein bars that it says hit like a candy bar and work like a protein bar, with less sugar, fewer calories and more protein, in flavours such as brownie batter and caramel fudge. The brand started in the UK in 2020 as a new take on candy and has grown into a global brand, with bars sold in snack aisles across Europe, the US and beyond.

Vitamins and performance supplements