Pre-orders have opened for truefuels, a new nutrition brand co-founded by double Olympic triathlon champion Alistair Brownlee.
Developed alongside CEO and co-founder at truefuels, Goran Vasilijevic, truefuels is based on a formulation that Alistair Brownlee stated he could not find during his elite racing career.
The truefuels brand is launching with two gel formats, each providing 40g of carbohydrate in a 1:1 glucose-to-fructose ratio, alongside key electrolytes for hydration and muscle function.
The formulas have been tested by Brownlee and a group of around 50 elite triathletes. A limited ingredient list includes maltodextrin, fructose, coconut water powder, Himalayan salt, tri magnesium citrate and potassium sorbate.
- Performance Gel 40/0.25: includes 0.25g sodium for standard sweat rates
- Performance Gel 40/1.0: designed for high sweat rates or hot conditions, with 1g sodium
Pre-orders for the new gels opened on April 23, 2025, with early incentives including 30% discounts and free shipping for the first 48 hours. Customers ordering within this window will also unlock ‘Pro Membership’, offering one year of free delivery and exclusive access to product drops.
The truefuels brand launch is supported by a series of 5K city runs led by Brownlee, starting in Leeds, UK, and expanding to cities across the UK and Europe.
Further offers from April 28, 2025 will include signed merchandise and Q&A sessions with Alistair Brownlee and truefuels Technical Director Nigel Mitchell.
Alistair Brownlee stated that the product was built “backwards from a clear goal – to develop the perfect gel.” He added, “Having a product like this during my career would’ve taken away so much of the guesswork.”
A 20-pack of gels is priced at £59.94.
