The 33Fuel Blog
Joe Wicks and Dr Chris van Tulleken created a protein bar so ultra-processed it shocked the nation and exposed the truth about modern sports nutrition. In this article, we break down what’s really inside bars like these, why the industry won’t talk about it, and how 33Fuel has been leading the non-UPF revolution since 2012.
Sugar is demonised. Everywhere we’re told sugar is the enemy, leaving a trail of obesity, diabetes, and metabolic decline wherever it goes. And while this is very often true in sedentary populations, it's also a gross oversimplification because for athletes and active individuals, sugar isn't the villain. It’s the unsung hero of optimal in-sport fueling.
Sugar gets a bad rap and in a sedentary population, that’s fair - reduced sugar intake there is wise. But after training, it’s a very different story because in the post-workout window, sugar is a natural, highly effective recovery tool—refilling energy stores, boosting muscle repair, and supporting adaptation