A new style of sweets which offer an energy boost alongside great taste has been launched to the trade by newcomers Ruly.
Initially launched last year, the caffeine-heavy candies were created in response to what founders Sophie Murray and Lydia Franks (pictured below) are calling a need for “flavour-first, tasty pick-me-ups to power through afternoon slumps.”
The pair came up with a gummy-style sweet that gives a sustained, controlled energy to ‘rule the day’ - which also had the additional benefit to help give them a boost for weekend runs. They say ‘micro-boosting’ caffeine is the way to control your energy and not experience the crash sugary energy drinks can cause. They say the name Ruly is inspired by ruling the day, and is meant to be the opposite of ‘unruly’ - basically being in control.
The pair also claim the products to be a UK market-first. Unlike sports focussed single-dose energy gummies, they say Ruly sweets are made by expert confectioners rather than supplement manufacturers, and have been designed as a full-bag treat to be eaten like candy. Each 42g pack contains 80mg of caffeine, with guarana and B vitamins.
Murray and FRanks estimate the UK energy candy market could reach £640m, based on parallels with the growth of energy drinks.
Franks said: “We’ve analysed data and used the relationship between energy drinks and soft drinks and applied this to energy sweets versus sweets, and we believe energy gummies made by confectioners could be worth up to £640 million in the UK.
“We’re aiming high - Red Bull’s market share currently sits at 19%, and we’re potentially looking at retail sales of £120m in the UK alone. If sales aren’t progressing with certain energy brands at the moment, it’s indicative that the market is ripe for innovation. That’s where Ruly steps in.”
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