Reflex Nutrition

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

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

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

MY

Myprotein

Myprotein sells sports nutrition, including protein, vitamins and supplements, along with training clothing. It started in 2004 at a kitchen table and in 2011 became part of the THG family. It says that by 2016 it had become the world's leading online sports nutrition brand, and describes itself as Europe's No.1 sports nutrition brand, operating in at least 50 countries and shipping worldwide.

Sports supplements and training apparel

RA

Rawvelo

Rawvelo makes sports-nutrition food for cyclists and other endurance athletes, building its products around whole-food ingredients such as dried fruit and nuts. Its founders say they developed the range because available training fuel did not fit their approach to eating. The brand says it tested products with cycling teams and ultra-endurance athletes and later attracted runners, swimmers and triathletes; it does not name a current team sponsorship on its story page.

Protein and performance supplements