Describe your products in 3 words?

Caffeine Energy Chews

"How did you come up with the idea for this product?

I've always relied on caffeine when I run to give me that extra gear. Racing across the Sahara desert I dropped my caffeine pill in the sand and wondered why there wasn't a convenient way to take strong caffeine during exercise.

I set about developing the perfect caffeine product and discovered in scientific studies chewing caffeine led to a far faster kick, due to buccal and sublingual absorption. The optimal dose of caffeine was also far more than the 30-50mg that a lot of gels provided, so Caffeine Bullet was born.

Caffeine is extremely bitter, so it was a huge challenge to find a recipe that would taste nice without adding unhealthy additives or artificial sweeteners. We worked with a food scientist, tasking them with creating a chew more like a sweet in flavour than a caffeine gel, and following seven taste trials we succeeded. A 100mg chew (85 choc), small in size, but big in taste. I sent them out for testing to friends who include some of the world's fastest trail and ultra runners and the feedback was a residing thumbs up. I really hope you like them and that they help you smash your personal bests in sport and in life.

What makes your product special?

It's convenient, concentrated caffeine that kicks faster than anything else on the market, without any nasties, no jitters and they don't even break a fast. The mint cuts through the sweetness of sugary gels and the chocolate orange is simply delicious.

What has been the best part of your experience?

When customers tell us the difference we've made in their lives. My intention has always been to help people to new personal bests, so when we get messages or Instagram posts celebrating new marathon times, getting a student through their dissertation, or just saving a tired parent rushed off their feet, it's such a boost and make it worthwhile.