Shell has teamed up with Andrew ‘Freddie’ Flintoff to launch Shell FuelSave Unleaded and Diesel - two breakthrough fuels designed to help drivers save up to 1 Litre of fuel per tank from the very first fill, at no extra cost1.

The new smarter fuels are a breakthrough in fuels technology and contain Shell’s most advanced fuel economy formula to date.  They will replace regular Shell Unleaded and Shell Diesel2, making Shell the first company in the UK to offer customers a fuel that can help vehicles to be more fuel efficient – without having to pay any more.

To help lead the nation in driving fuel efficiently, Shell has challenged Ashes hero, Freddie, to train motorists via a specially-designed course of online fuel saving tips available. People can learn how to save fuel as well as money, plus register for the chance to win free fuel for a year3.

Freddie says: “I had no idea that by using the right fuel and making a few simple changes to my driving habits, I could be so much more fuel efficient.  I went 13 miles on a single litre of Shell FuelSave Unleaded. That’s a few trips to the gym or school runs for free.”

The innovation behind the new fuels lies in the in-built Efficiency Improver. In the case of Shell FuelSave Unleaded, these combine to reduce energy losses by lubricating parts of the engine where oils are less effective. For Shell FuelSave Diesel, it is designed to ignite and burn more effectively than regular diesel, which helps lead to more effective combustion in the engine.

Melanie Lane, Head of UK Retail for Shell, says: “In these cost-conscious times, it’s not surprising that our customers want to save fuel and cut driving costs4.  In fact, in a recent research study, 84% of British drivers said they were hungry for help to drive more efficiently5.  We have listened and, as a result, are proud to offer Shell FuelSave Unleaded and Diesel that can help them save from the very first fill."

“Working with Freddie we are also able to give drivers the fuel efficient driving tips they are asking for to help get them get the most out of every drop of fuel.”

Media Contacts

For more information, full research results and complete breakdown, or high res images please contact:

Alex Eeles or Melda Simon at Edelman or 020 3047 2381 / 07834 215 239 or 020 3047 2267

About Shell FuelSave

  • For more information, visit
  • Shell FuelSave Unleaded and Shell FuelSave Diesel are available to buy in the UK from 21st July 2010
  • The launch of Shell FuelSave Unleaded and Shell FuelSave Diesel in is just one part of Shell’s ongoing initiatives to help drivers learn ways to save fuel. To find out more about these initiatives, including the Shell FuelSave 1 Litre Challenge, visit
  • Shell recently unveiled a package of innovations, called "Smarter Mobility", aimed at speeding up the global shift to cleaner, more energy-efficient road transport. It has three parts; smarter products, smarter use and smarter infrastructure. Shell Fuel Save fuels are central to the smarter products element of Smarter Mobility and Freddie’s challenge; an example of Smarter use.

About Shell

Royal Dutch Shell plc is incorporated in England and Wales, has its headquarters in The Hague and is listed on the London, Amsterdam, and New York stock exchanges.  Shell companies have operations in more than 100 countries and territories with businesses including oil and gas exploration and production; production and marketing of liquefied natural gas and gas to liquids; manufacturing, marketing and shipping of oil products and chemicals and renewable energy projects. For further information, visit - opens on

  1. Based on a minimum tank size and fill up of 50 litres. Comparison between a standard gasoline and that same standard gasoline containing our instantaneous fuel economy formula; urban cycle comparison between a standard diesel and that same standard diesel containing our instantaneous fuel economy formula.  Actual savings may vary according to vehicle, driving conditions and driving style.
  2. Including Shell Diesel Extra at some sites
  3. Subject to terms and conditions
  4. Source: Shell FuelSave Report 2010. Conducted by Strategy One. Full report is available on request.
  5. Source: Shell FuelSave Report 2010. Conducted by Strategy One. Full report is available on request.

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