MOUNTAIN FUEL EXPORTING ENERGY FROM WELSH VALLEYS TO THE WORLD

Mountain Fuel, a high energy supplement popular amongst British troops serving in Afghanistan and endorsed by a range of adventurers, from mountaineers to polar explorers, has been given a significant boost, with a new, high calibre managing director on board, a new manufacturing base in Blaenau Gwent, and £100,000 of investment spearheaded by UK Steel Enterprise – that will see the company expand its endurance products into the sports and health and fitness markets.

Gerry Stacey joins Mountain Fuel with years of extensive FMCG experience with the likes of Mars and Coca Cola, where as Regional Director for Coca Cola Enterprises for ten years, Gerry was responsible for a £125 million soft drinks business with a team of 250. Increased production of the flavoursome, nutritional Mountain Fuel formulas has already started in the company’s new factory in Brynmawr, where around 14 people will be employed in its first phase. Amongst the investors in the business is UK Steel Enterprise (UKSE), the subsidiary of Tata Steel, involved in the economic regeneration of communities affected by changes in the steel industry.

Gerry said: “Mountain Fuel is now ready to really up the ante and expand the product from the extreme endurance territory of the military and extreme sports, where it has a fantastic reputation, into more mainstream retail markets for anyone from ramblers to recreational sports people. I’m really excited at the challenge of creating a great business success here in the Valleys, and thanks to the support of organisations such as UK Steel Enterprise we are now in a position to up our capacity and give the business a real energy boost.”

Mountain Fuel is a range of supplements based on a formula of traceable, highest grade raw materials that contain the required carbohydrates, nutrients and vitamins to withstand the most extreme conditions. They have been stringently scrutinised, and conform to International Olympic Committee standards. The products are already stocked in Cotswold stores nationwide, and are available at the Storey Arms Outdoor Education Centre in the Brecon Beacons.

They were invented by director and local Brynmawr man Darren Foote, who first thought of the supplement while serving in the armed forces in high pressure situations under extreme heat, where hydration and nutrition were crucial. Darren, himself a fitness fanatic and Mountain Leader said: “Getting a sales and marketing specialist such as Gerry on board is a great coup for Mountain Fuel as we take the company onto the next stage. I’m proud to bring the business back to my home town, and with it much needed investment and jobs.”

UKSE Regional Executive in Cardiff, Glyn Thomas said: We are delighted to have been able to support this innovative company, which clearly has an exciting product and a clear strategy to bring it to market. Our investment has enabled the firm to lever in further funds for this phase of its development.

It is also pleasing that high quality jobs are being created in north Gwent as a result.”

Mountain Fuel is available in sachet form, which is then mixed with water or milk. The range comprises:

• Morning Fuel

• Xtreme Energy Fuel

• Ultimate Recovery Fuel

• Night Fuel

• Three Day Fuel Pack

A Mountain Fuel bar will also soon be launched on the market, broadening the appeal of the product even further.