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About Performance Bullet

Racing across the Sahara, David Hellard dropped his caffeine pill in the sand mid-race. Somewhere between the dunes he thought: there has to be a better way to take caffeine on the move.

That moment became Caffeine Bullet, a caffeine chew you can eat on the run, with no water and no faff. David is an ultra-running champion and a commentator on the Golden Trail World Series for Eurosport, and Performance Bullet is backed by Dragons' Den investors Steven Bartlett and Peter Jones.

David Hellard, founder of Performance Bullet

The Products

Caffeine Bullet Mint caffeine chews
Sport

Caffeine Bullet: for physical performance

Fast-acting caffeine chews for runners, cyclists, triathletes and the gym. The big difference: the caffeine is absorbed while you chew, so it kicks in faster.

Mintense Mint: 100mg caffeine per chew. ChocoLIT Orange: 85mg per chew. Caffeine contributes to an increase in endurance performance and endurance capacity, and to a reduction in rated perceived exertion (beneficial effect with 3mg/kg body weight about an hour before exercise).

Best for: race day, long runs and rides, trail and ultra, stocking fillers for active friends.

On sale in: UK, US, Canada and Australia (Amazon).

Brain Bullets Coffee Caramel caffeine and L-theanine chews
Focus

Brain Bullet: for mental performance

Calm, smooth focus chews for desk days, study, gaming and deadlines. Each chew pairs 80mg caffeine with 160mg L-theanine, an amino acid found in green tea that has been studied for taking the edge off caffeine's physical effects, for smoother focus with fewer jitters. Caffeine helps to increase alertness and helps to improve concentration.

Two flavours: Coffee Caramel and Mental Matcha Mint. "Give procrastination the bullet."

Best for: students, remote and office workers, coders, writers, gamers, Secret Santa.

On sale in: UK and US (Amazon). Not yet available in Canada or Australia.

Ginger Roars plant-based caffeine chews
Plant-based

Ginger Roars: a little lift

A milder, plant-based chew for a gentle lift over an hour or two. 33mg caffeine per chew, made from raw ginger, virgin coconut oil, cassava root and cane sugar, with a natural fiery kick. A favourite with ultra runners, who can top up little and often through a long day. "A little lift to a mighty ROAR!"

Best for: ultra and trail runners, hikers and walkers, foodies and tea lovers, stocking fillers.

On sale in: UK and US (Amazon). Not available in Canada or Australia.

Cyclists fuelled by Performance Bullet Brain Bullets Mental Matcha Mint Ginger Roars: only six ingredients

Prices and where to buy

Product UK US Canada Australia
Caffeine Bullet
16 chews
£13.99
Amazon
$19.99
Amazon
$26.95
Amazon
$25.99
Amazon
Brain Bullet
16 chews
£13.99
Amazon
$19.99
Amazon
Not yet Not yet
Ginger Roars £36.99 (120 chews)
Amazon
$25.00 (60 chews)
Amazon
Not available Not available

Prices checked October 2026 and may change. Please link to Amazon in your article.

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Caffeine Bullet Mint Caffeine Bullet Chocolate Orange Caffeine Bullet packets Brain Bullets Coffee Caramel Brain Bullets Mental Matcha Mint Ginger Roars Ginger Roars three bags Ginger Roars ingredients David Hellard, founder Cyclists

Good to know

  • High caffeine content. Not recommended for children or pregnant or breastfeeding women.
  • Small, light and pocket-sized, so they post easily as a gift.
  • Ginger Roars are plant-based.

Get in touch

Samples, extra images, a quote from David, or affiliate and commission details: info@performancebullet.com.