It all started when David Hellard, Founder, Ultra Runner, and Eurosport presenter, dropped his caffeine tablet in the sand mid-race and thought, "There has to be a more convenient way to use caffeine in sport." That moment led to the invention of Caffeine Bullet, a caffeine chew that has helped him and thousands of athletes win races all over the world.
He found that chewing sped up caffeine absorption, and after multiple taste tests with the help of a food scientist, Caffeine Bullet was created. But our mission didn’t stop at sport. That’s why we evolved into Performance Bullet—a new name for a bigger mission.
Whether it’s endurance, hydration, or mental clarity, every product we make is built on the same science-backed ethos. No gimmicks, No underdosed formulas, just effective ingredients, optimally dosed, that work up to 3x faster thanks buccal absorption.

MEET DAVID
OUR STORY
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!
Sustain Gum - July 2024
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.
Brain Bullet Focus Chews - February 2025
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.
Salty Caramel Electro Bullet Chews - April 2025
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.
Rebrand to Performance Bullet - May 2025
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.
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.
AS SEEN IN...











OUR MISSION
At Performance Bullet, we’re on a mission to energise the world to a more active, healthy, and productive lifestyle. Helping people perform better not just in sport, but at work, while studying, or simply navigating busy everyday life.
On the surface, that might sound similar to other brands. But we believe performance shouldn’t come at the cost of long-term health. Too many products promise quick fixes, overloaded with artificial sweeteners, unnecessary calories, and jitter-inducing doses of caffeine.
Our ethos is different. We believe in using science-backed ingredients, delivered in optimal doses, to provide meaningful, lasting performance improvements. Whether you're chasing a PB, finishing your thesis, or powering through a big day at work, our products are here to help you rise to the occasion - without the crash.
And thanks to buccal absorption, every chew works up to 3x faster than drinks, pills, or powders, giving you instant performance benefits in a way that fits seamlessly into your life.
Our goal is to educate, motivate and support you every step of the way. Join the army of satisfied athletes and customers today!

HELPING YOU GET ACTIVE
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?



JOIN OUR COMMUNITY
At the heart of Performance 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, or locking in on a big project at work 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 Performance Bullet and the incredible achievements we've accomplished together. Join us and be part of this epic journey.