Caffeine Bullet founder David Hellard Our Story


Caffeine Bullet was created by David Hellard, Eurosports commentator/TV presenter for the Golden Trail World Series and host of the award winning Bad Boy Running podcast.

An avid runner, he’s won races ranging from the Somaliand marathon (birth place of Mo Farah) to the Aran Ultramarathon and was sponsored by Clif Bar, Suunto, 2XU and inov-8. Like many athletes, David relied on caffeine for that extra edge when training, but during races there wasn’t a convenient way to take concentrated caffeine so he’d cut out tabs of pro plus caffeine tablets.

Whilst racing across the Sahara Desert at the Marathon des Sables (known as the toughest footrace on earth) he reached for his caffeine tablet, and out it popped, lost in the desert sand. That's when the idea of Caffeine Bullet was born - let’s make the world’s best caffeine product formulated for athletic performance!

He found that chewing sped up caffeine absorption, and after multiple taste tests with the help of a food scientist, Caffeine Bullet was created.

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How we started - December 2016

David first started with the science, digesting all of the peer-reviewed studies on caffeine and discovered that chewing caffeine instead of swallowing it tripled the absorption rate. Research also showed that the optimal dose of caffeine was 3-6mg per kilo of bodyweight, but that there were still notable performance benefits with only 1mg per kilo of bodyweight.

So David set about revolutionising the energy supplement industry by creating a 100mg chew from his crappy kitchen in Arsenal …. and completely failed; it tasted awful.

So he approached a food scientist on LinkedIn and together they experimented with dozens of flavour combinations including strawberry, ginger, rhubarb, cinnamon, sherbert lemon and several taste trials later the MINTense Caffeine Bullet flavour was created. The one chew to rule them all.

Kickstarter Funding - February 2018

Just because we’d designed the world’s best performing caffeine product didn’t mean that the world was ready for it. Caffeine was still not commonly used in amateur sport and even less understood. To test how the product resonated with our fellow athletes and whether they would appreciate and value the impact optimal caffeine would have on their training, in 2018 we launched a kickstarter campaign.

The community responded with a resounding yes! Amazingly, just through word of mouth, the Kickstarter smashed its goal raising over £11,400, enough to fund the first mass production and to celebrate, David gave away 500 packets, all hand-delivered by him, fuelled by Caffeine Bullet (and loads of other food - it took ages).

ChocoLIT Orange Caffeine Energy Chew - April 2020

Our community requested something as tasty as chocolate but with the performance benefit of our classic chew. 18 months of testing and refinement, and in April 2020, the ChocoLIT Orange Energy Chew was forged. Part caffeine gummy, part rocket fuel with an 85 mg caffeine kick, still quicker than energy gels and drinks, but with the pleasure only chocolate can bring. With a taste that's reminiscent of the marketing leading chocolate orange brand or a tootsie roll with a twist, it has become a real game-changer. It's not just us saying it, we earned the prestigious Editor's Choice for Race Nutrition at the Women's Running Awards in 2020, Best Value Race Nutrition in 2022 and Best Vegetarian Sports Nutrition in 2023 because of its extraordinary combination of taste and performance.

Dragons Den Success - April 2022

Endurance sport market conquered (well almost), David then wanted to bring the product to a wider audience, allowing them to bring improved athletic performance to their everyday life. So in April 2022, armed with his grade 5 singing from school, encyclopaedic caffeine knowledge and some cheeky-boy charm, David belts out the second-best jingle (Levi Roots eat your heart out!) to ever grace the Dragons' Den. Impressed by the product’s performance more than the singing, Steven Bartlett and Peter Jones saw the potential and offered £60,000 for a 25% stake in the company. A deal was struck, marking a pivotal moment in our story.

Click here if you’re interested to find out more about our successful pitch on Dragons Den

Free Amazon Delivery on Our Website - June 2022

In June 2022, we integrated our shipping with Amazon, allowing you to enjoy faster delivery at our lower prices. Now, from our website, you can get Amazon speed delivery for FREE and purchase Caffeine Bullet cheaper than anywhere else (yes, even AMAZON!). So, whether you're making your first order (where have you been?!) or coming back for more, this is the place to help you achieve your personal best.

Improved Packaging - June 2023

Skip to June 2023, we tackled a hot issue – literally. Our mint bullets had a tendency to stick to their wrappers and burst out on scorching days. We spent three long years trying to solve this problem, often hitting a wall with machinery and suppliers, as we needed paper delicate enough for the tooling to cut, but strong enough to not maintain their integrity under pressure. Thankfully we finally found a solution with slick new wax wrappers. They twist smoother and wrap tighter, containing the power of the bullets ready for your next world-class performance.

Ginger Roars - September 2023

Our first new product - in September 2023 it was time to ROAR! This chewy creation took its sweet time because, well, we insisted on a plant-based energy chew, and it's no walk in the park, that's why it took over 5 years to create. We tried aquafaba, we tried xanthan gum – you name it, we tried it (ok not that). But, we couldn't get the consistency for a decent caffeine chew.

Flavour was also a massive consideration. Ginger Roars Energy Chews only has 6 ingredients - Raw Ginger (see what we did there), Virgin Coconut Oil, Cassava Root Extract, Soya Been Extract, Cane Sugar and Caffeine. We could have used artificial nasties to hide the caffeine, but it would go against the product ethos.

So instead we opted for 33mg - one is enough to give you a little lift to focus in the office and you can stack 2-3 for a mighty roar. Limiting the caffeine gives customers more control, but most importantly doesn’t compromise the flavour. A warm honey-ginger flavour with a fiery sting in its tiger tail.

The packaging is not only a work of art, but we wholeheartedly believe these are the tastiest energy chews on the planet. Now Go Get ‘em Tiger!

The Next Chapter of our Story...

But we’ve barely started and are gearing up for even more exciting products on the horizon. Our first products have been caffeine based, but we’re following the science of performance wherever it goes. If you want to be first to try new products, receive product samples or be involved in our community who help shape our next world-beater then join our mailing list.


Caffeine Bullet founder David Hellard speaking


At Caffeine Bullet, we're on a mission to energise the world to an active and healthy lifestyle, helping individuals perform better in both sports and everyday life. On the surface that might sound similar to other brands, but our ethos is that It’s not enough for our products to just energise you, it’s essential that it’s not at the price of your long-term health.

Too many products offer short-term fixes and are loaded with empty calories, artificial sweeteners, flavours or preservatives. We actually believe that people should cut down on their overall caffeine intake and instead of using caffeine as a daily crutch, harness it’s power for when you need it most.

We also understand that fitness is a lifelong journey, and that's why we're not just selling products; we're building a community. Our goal is to educate, motivate and support you every step of the way. Join the army of satisfied athletes and customers today!

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Caffeine Bullet Founder David Hellard Leading a running race with his community


According to the World Health Organization (WHO), over 80% of adolescents and 27% of adults fail to meet their recommended activity levels. To reduce these figures and help us on our mission, we also offer top-tier training plans for FREE. Choose from our 5k and marathon plans, both designed for peak performance. Our dynamic calculators include running paces, ensuring you have everything you need to achieve your personal best.

Did we mention that our training plans are backed by modern sports science and have already helped over 50,000 people?

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Caffeine Bullet founder David Hellard running with community
Happy Customer with New Caffeine Bullet Ginger Roars Energy Chew
Professional Rugby Player with Caffeine Bullet Performance Enhancing Energy Chew


At the heart of Caffeine Bullet is our vibrant community. They've been with us since day one, playing a pivotal role in our journey. From literally kickstarting our company to shaping new product ideas, refining packaging, improving our products, and optimising our website, our community has always been at the centre of everything we do. But most importantly, they're an essential part of our mission to help each other reach our personal bests.

We believe in the power of collective support and motivation. Whether you're a seasoned athlete chasing a world record or at the start of your fitness journey to tackle your first 5k, our community is here for you. We offer valuable resources, share inspiring stories, and connect like-minded individuals who share a passion for achieving their fitness goals.

See what our community has to say about Caffeine Bullet and the incredible achievements we've accomplished together. Join us and be part of this epic journey