Case Study: Supporting TrueFuels’ Entry into the UK Sports Nutrition Market
Client: TrueFuels
Sector: Sports Nutrition / Fuel Technology
Service Areas: Market Entry, Network Activation, Communications Strategy
Overview
TrueFuels, an advanced carbohydrate blend designed to optimise endurance performance and recovery, approached Knexu to support its launch into the UK — one of Europe’s most mature and innovation-led sports nutrition markets.
The UK sports nutrition market is valued at £803 million (2023), with projected annual growth of 5.2% through 2027 (Statista, 2024). With rising demand for clean, efficient fuel sources in endurance sport, TrueFuels is well-placed to challenge legacy brands by combining scientific formulation with athlete credibility.
Our Approach
Knexu provided a three-pronged support structure:
1. Strategic Network Activation
Leveraging our sport and performance network, we made targeted introductions to decision-makers in elite cycling, triathlon, athletics, and club performance departments. This included product placement opportunities, feedback sessions with coaches, and aligning TrueFuels with known performance influencers.
2. Market Positioning and Messaging
We worked with the TrueFuels team to define a value proposition specific to the UK context — focusing on its scientifically backed formulation, its unique clean-carb profile, and its alignment with current athlete fuelling trends. Messaging was refined for sports practitioners, athletes, and distributors alike.
3. Communications & Awareness Campaign
We supported a lightweight, targeted campaign focused on early engagement — using email outreach, direct network introductions, and social storytelling to generate buzz. This created a low-cost, high-impact communications stream that aligned with the brand’s direct-to-athlete philosophy.
Impact
10+ targeted introductions made across pro clubs, endurance sport coaches, and elite support teams
Engagement from key practitioners in cycling and triathlon performance environments
Defined UK-facing narrative for TrueFuels brand
Set foundations for product trials, athlete feedback, and retail channel discussions
Commercial Potential
With the UK’s endurance market showing steady growth, and more than 3.4 million active participants in cycling, triathlon, and running combined (Sport England, 2023), TrueFuels is entering a landscape primed for innovation. The rising demand for low-GI, gut-friendly, performance-fuelling products gives TrueFuels a competitive edge over generic carbohydrate gels and powders.
Knexu’s input has positioned TrueFuels to grow its UK footprint with credibility, relevance, and the right connections in place.