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.

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).

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.

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

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.

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.

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!

Fast forward to July 2024 and we created our first caffeine gum, but with a conscious twist. Performance shouldn’t come at the planet’s expense. That’s why we created Sustain Gum—the first-ever 100% biodegradable, plastic-free caffeine gum.

Shocking but true: most gums contain a straw’s worth of plastic per piece—hidden under the deceptive term ‘gum base.’ That means every piece you chew lingers in the environment for centuries. Not on our watch. We ditched the plastic and crafted Sustain Gum using a natural, plant-based gum base that decomposes just like fruit. With 50mg of caffeine per piece, you can sustain both yourself and the Earth while chasing down your next PB.

Even the packaging is 100% biodegradable, meaning you can smash your goals with a clear mind and a clean conscience. And if you're wondering where to dispose of it? Bury it—just like your competition.

If you made it this far, you’ll know that Caffeine Bullet was designed to improve performance in sport (and that David is an ultra-running champion). Many customers also use them for mental focus, but caffeine spikes adrenaline, cortisol, and heart rate—Great for sport, not so great when you need to concentrate.

This gave David Hellard an idea to revolutionize caffeine again! This time for mental performance and in February 2025 Brain Bullets was born.
Brain Bullets are productivity chews for mental performance, scientifically proven to boost concentration by up to 27% without any of the downsides of caffeine.

So we added 160mg of L-Theanine (from matcha green tea) to biohack the impact of 80mg of caffeine—keeping the mental alertness it provides for sustained focus and creativity without the jitters or crash, and reducing caffeine’s disruptive impact on sleep.
Outside of Brain Bullet, David became a father in 2024, juggling new-dad life, being a CEO, and commentating the Golden Trail World Series across the globe on Eurosport. Staying sharp while switching time zones meant he needed a way to focus fast—without wrecking his sleep.

April 2025 marked one of our biggest leaps yet—we stepped beyond caffeine.

Introducing Salty Caramel Electro Bullet - our first Electrolyte Chew for Rapid Hydration. Each delicious salted caramel bite delivers 290mg Sodium, 82mg Potassium, 20mg Magnesium, and 8mg Calcium.

Everything you need to stay hydrated, cramp-free, and charging toward your next PB. No mixing. No bloating. Just pure performance, 3x faster than drinks or powders.

By May 2025, we’d outgrown our name Caffeine Bullet. Performance isn’t just about energy, it’s about hydration, focus, recovery, and everything in between. So we rebranded as Performance Bullet to reflect our full potential.

What’s changing? Our mission stays the same - “To energise the world for a more active, healthy, and productive lifestyle, helping you perform better in both sports and everyday life.”

We’re still delivering science-backed products that work up to 3x faster. Only now, caffeine’s not the only superpower in our arsenal.

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.