23/04/2026
On Tuesday we sent the email below to our online customers but it applies to everyone that's supported us. It's the end of the journey for us, your support's been amazing, so thank you, it's the best of human spirit 🙏
'It's with great sadness and an equal amount of regret that we have to inform you that we have come to the end of the road with Supernatural Fuel. After 5 years of trading and against some significant economic challenges, without the appropriate financial backing, we have been unable to attain the growth needed to continue the journey.
We wanted to change the sports nutrition industry for the better; we feel it is broken in terms of nutrition and very much reflects the state of the food industry as a whole. We wanted to provide sports nutrition made only from the best organic non-UPF ingredients and hoped that others would follow. We wanted to lead the way in the industry and have global significance. We wanted to change the responsibility around packaging for both businesses and customers by providing a free recycling service and encouraging others to do the same. We wanted to build a brand that championed these values coupled with vibrancy of pushing limits and seeking adventure. We succeeded to a small degree, but there is so much more that could have been achieved.
We want to thank you for making the brand real by buying and using the products. We hope that they've helped you achieve your goals in some way. We've appreciated so much the notes of thanks that we've received with the returned pouches and the stories shared on social media. Our customers are the heartbeat of the brand and seeing our products being used on hard challenges, epic adventures and everyday journeys is what the whole experience has been about. So thank you from the bottom of our hearts for supporting us and being part of our journey.
It's not quite over yet. We have stock to run down and will be continuing selling the products on our website until they run out. Please don't return envelopes of used pouches after 8th May - please take them to your nearest supermarket that recycles soft plastics which you can find on the Recycle Now website.
David & Michele
