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Fuel for Fire

By brett kokoruda | In News & Events | on March 12, 2014

Many of you have noticed that we’re carrying some new products at CFCC. I wanted to highlight one of them today.  Fuel for Fire is a simple and easily digestible blend of all natural, pasteurized fruit with 10grams of high quality whey protein isolate added. A perfect food source after a tough workout for those of us who don’t enjoy drinking protein drinks. Fuel for Fire is also a local company founded by CrossFitters in Natick Massachussets and designed specifically for recovery from high intensity workouts. Cindy Berg, one of the founders, describes the companies background in greater detail:

“Like most good ideas, Fuel for Fire was born out of necessity. I was your typical working mom, up at 5am each day to fit in a workout. Even worse than getting out of bed was figuring out what to eat. As a CrossFitter who follows a Paleo diet, most of the highly processed bars and sugar-loaded energy drinks and gels on the market just aren’t options. The best I could do was grab one of my kids’ applesauce pouches and eat it on the way to the gym. Those pouches are all-natural, and they actually tasted pretty good. Trouble is, they are straight-up carbs. Every morning I’d say to myself, “these would be perfect if they only had protein…”  Clearly, the only option was to start a company to create the perfect blend of fruit and protein in a convenient package.

Thankfully, I had a friend, Rob Gilfeather, who is not only an amazing professional chef, but also a world-class Ironman triathlete.  Rob worked his magic, coming up with a few killer flavors and making sure the product wasn’t just delicious, but also functional, providing athletes with a better, cleaner alternative for their fueling needs.  We tested the early protoype with our friends at CrossFit New England, and before we knew it, we had a following.  And so Fuel For Fire was born.

Of course, scaling up so that we could offer our products nationally has been wrought with challenges.  There is a reason why you haven’t seen anything like a Fuel Pack on the market to date–it’s truly innovative, and that innovation has come as a result of a whole lot of R&D, reformulations, food science expertise, and some pretty long nights.  Almost everyone we consulted with told us it couldn’t be done.  And that only got us more fired up to try.

As for our name…it reflects our belief that EVERYONE has a fire somewhere inside. Whatever yours may be, we are grateful for the chance to help you Fuel it.”

Cindy Berg, Co-Founder of Fuel For Fire

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