Field Report Fuel For Adventure
Some people might have their big idea while walking the dog, others while driving home from the office. For Alex Smith and Jimmy Docherty, co-founders of Fuel For Adventure, their moment of inspiration came during a painful episode climbing Aconcagua in 2002.
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oth Smith and Docherty were suffering stomach problems caused by the energy bars they were given by their guides. Unable to find food that gave them the necessary energy required to make the ascent, that was also easy to digest and gentle on the stomach, they decided the answer was to create their own fuel and in doing so to make it better than anything already available on the market. “We wanted to create a product made from 100% natural ingredients,” says Smith, “that was not only delicious but made using only the finest organic and Fairtrade ingredients available. We work on one very simple principle that the less processed the food is, and the closer it is to its natural state, the better it will be for your body and your performance levels.” Weekends, when not climbing mountains or on their bikes, were subsequently spent making energy bars in their Wiltshire kitchens before handing them out to friends, family and cyclists for feedback. In 2005, Matt Lovell, the England Rugby team nutritional advisor, came on board to help create the winning formula that Fuel For Adventure is renowned for.
Today the British company has a stable of seven flavoured MuleBars in two sizes, 65g and the 30g MegaBite size, as well as two protein ReFuel bars, which aid recovery post-exercise. The energy bars are on sale in more than 500 UK outlets with selected Tesco supermarkets stocking the award-winning Summer Pudding MuleBars. The bars are also exported to 13 countries worldwide including South Africa and New Zealand. This year the company has won two awards for its delicious and exceptional energy bars including Best New Sports Nutrition product at the Natural and Organic Awards. Fuel For Adventure is also celebrating the launch of its KICKS Cherry Bomb energy gel, the world’s first 100% organic, natural energy gel, having spotted a gap in the market. The energy gel comes in nifty 37g sachets, which are easy to open while on the run, and provide an incredible energy boost during exercise, as well as helping with recovery post training.
“We are so excited by this groundbreaking 26 SGB SPORT NOVEMBER 2010
sweet taste and unlike most energy gels its helps the body maintain a balanced blood sugar level thereby avoiding the erratic highs and lows often associated with energy nutrition products. Yet the gel still delivers a powerful energy hit, which keeps the body sustained during both intense and long periods of exercise helping to improve performance and preventing untimely exhaustion. It is easy to digest and gentle on the stomach.
As well as top athletes, KICKS Cherry bomb is also suitable for cyclists, rugby players, footballers, dancers and even Frisbee players in need of a quick sharp hit, and because it doesn’t freeze, even when exposed to the most severe temperatures, is ideal for skiers, snowboarders, mountain climbers and extreme expeditions. KICKS Cherry Bomb is the first of four energy gel flavours to be launched by the company with Lemon Zinger hitting the shelves in November, Apple Strudel in December and Café Cortado being launched in February 2011.
revolutionary gel,” says Smith. “Due to its unique combination of ingredients the gel has the ability to deliver the carbohydrate equivalent of rocket fuel, yet the naturally sourced organic brown rice syrup and agave nectar provides a more sustainable form of energy, making it particularly suitable for long distance runners. It is high in antioxidants which helps the body to repair itself post exercise, whilst the Himalayan crystal salts provide a full spectrum of trace minerals which aid hydration. We believe this gel is the best on the market.”
Fuel For Adventure is passionate about its products and one of the key elements in developing the gel was testing it on some of the world’s leading athletes. The energy gel’s winning formula has been proven by Eneko Llanos, the 2010 Xterra World Champion, Javier Gomez Noya, the 2010 ITU Triathlon World Championship and elite Ironman Marcel Zamora, five times consecutive winner of France Ironman in Nice.
The smooth-textured gel has a satisfyingly
For more information call 01725 513997, email
mule@mulebar.com or visit Fuel For Adventure’s website:
www.mulebar.com.
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