'Flavour-first' Ruly wants to hit the sweet spot between function, energy and confectionery. This is a UK market-first: unlike sports focussed single-dose energy gummies, the energy sweets are made by expert confectioners, rather than supplement manufacturers and designed as a full-bag treat that you eat like candy, and taste like candy. Each 42g pack contains 80mg of caffeine, with guarana and B vitamins.

Ruly was founded in 2024 by restaurant founder turned management consultant Sophie Murray and Finance Director Lydia Franks. The demanding jobs of the founders inspired Ruly:  they needed  flavour-first, tasty pick-me-up to power through the afternoon slumps, and an alternative to the office birthday cake, sickly energy drinks, or a bit-too-late-in-the-day cup of coffee. They 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 their weekend runs. 

 

This is energy you control: one gummy at a time. Ruly lets you Microboost when you need it, so you're always in charge of your energy - not the other way around. The founders say 'micro-boosting' caffeine is the way to control your energy boost and not experience the crash that sugary energy drinks can cause, and the name Ruly is inspired by ruling the day, and to be the opposite of 'unruly' - being in control.

 

“We're giving consumers control of their energy! Energy drinks are typically consumed in one go, while Ruly gives you ultimate convenience and control: grab a bag and snack at your own pace - we're calling it 'micro-boosting'.  Choose to enjoy the whole bag for maximum effect or space them out across the day for a gentle, sustained boost. Ruly's micro-boost format lets you consume a sweet at a time, avoiding jitters and energy crashes -  thanks to its slower release, in contrast to a traditional energy drink.”

 

Currently available in Berry Delicious and Tropical Crush flavours.

A box of 12 is £29.99 excluding delivery. (£2.49 per 42g bag excluding delivery).

A box of 24 is £54.99 with free delivery. (£2.29 per 42g bag).