Performance meal prep company eyes £2.6m turnover in 2024

A fast-growing, online premium meal prep delivery service, used by the UK’s most elite athletes, has rapidly expanded its operations since it launched, increasing its turnover from £87,000 in 2020 to £822,105 at the end of its latest financial year (April 2023). It is now expected to reach £2.6m in turnover for April 2024.

Fuel Hub’s meals are also used by some of the UK’s most elite athletes, including former Olympic champions, Alistair and Jonny Brownlee, and has secured partnerships with the likes of Super League Triathlon and Warrington Wolves this year.

Led by CEO and co-founder Michelle Laithwaite, the company has also supplied meals to global fitness competitions such as the newly launched fitness race series, Hyrox, Perform X Live, and International Sport and Exercise Nutrition Conference (ISENC).

Supplying more than 630,000 meals to doorsteps across the nation, Fuel Hub has also added new sports organisations to its B2B portfolio, including Chelsea F.C., Fulham F.C., GB Cycling, Manchester United Women, and England Rugby Union.

The fast-growing business has also made a series of key hires throughout the year, including a new operations manager to drive the transition of its manufacturing and logistics facility to an advanced automation system to streamline operations and increase capacity.

Fuel Hub also welcomed a performance nutritionist in August 2023, to assist with the development of products alongside its team of elite chefs. Through their role, they will help strengthen the product mix and work closely as a key point of contact with Fuel Hub’s B2B teams and athletes to support with any nutritional needs.

The team has grown from eight to 30 people since 2019 and is planning on making more hires in 2024.

Fuel Hub’s continuous and planned growth comes off the back of its relocation to a new production and logistics facility in December 2022. This move coincided with investment and execution of a complete rebrand in January 2023.

Going forward, it has plans to expand its meals into retail, offering customers athlete-approved, premium meal prep, which are high in protein, macro-controlled and calorie-counted, in supermarkets. Fuel Hub’s growth accelerated due to a £1.2m investment from founder of FTSE 250 investment platform AJ Bell, Andy Bell, in August 2022.

Michelle Laithwaite, co-founder and CEO at Fuel Hub, said: “Our mission since we started is to revolutionise the way that people eat, and to educate them on the importance of prioritising their health and wellbeing. It’s clear that our fast-paced growth is proof that we’re succeeding in that goal.

“Our continuous rise has been carefully planned, with each key decision and hire being made at specific points in our growth journey. We’re now at a point where further investment will unlock new opportunities, especially as we prepare to expand into retail, an area largely untouched by the meal preparation industry.”

By Mark Adair – Correspondent, Bdaily

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