Is Caffeine Bullet Still in Business? (2026 Update)

Hellard wanted £60,000 for a quarter of the business, and Peter Jones and Steven Bartlett funded it jointly. Jones's decades in consumer products and Bartlett's own leanings toward wellness and human performance both fit naturally with a sports nutrition product built on a testable claim.

Two backers with little in common tend to hand a founder a bigger, more varied contact book than a single investor ever could, so long as the founder has the bandwidth to keep both relationships running.

Sports nutrition is dominated by a handful of large, deeply funded brands with years of relationships already locked in at gyms and running clubs, so a newcomer typically has to win purely on performance before a major stockist will even take a meeting.

Endurance athletes also tend to be relentless label-readers who test a product's claims directly against their own race times, so a chew either delivers out on the course or its reputation collapses fast within that community. Remaining stocked at specialist retailers this far out suggests it has passed that test repeatedly.

The brand now operates under the wider Performance Bullet name, and the original chew has been joined by newer additions like Brain Bullet, aimed at mental sharpness rather than muscles, built around a caffeine and L-theanine combination.

Both storefronts, the original and the newer one, are up and taking orders today, leaning on direct sales and specialist sports nutrition stockists rather than a broad Amazon presence, and adding new products like this usually points to a company stable enough to keep developing rather than one just coasting.