A startup confectionery brand called Ruly has launched in the UK with sweets it claims can boost energy levels.
Currently trialling in forecourts and independent retailers, the first SKUs available to the trade will be Tropical and Red Berry. Each 42g pack of Ruly contains 80mg of caffeine, with guarana and B vitamins.
Ruly was founded in 2024 by management consultant Sophie Murray and Finance Director Lydia Franks. They developed Ruly as a pick-me-up during demanding days in the office, offering an alternative to energy drinks and coffee. The gummy-style sweets are said to give sustained, controlled energy, utilising ‘micro-boosting’ caffeine.
The brand noted that, unlike sports-focused single-dose energy gummies, the energy sweets are made by confectioners rather than supplement manufacturers and are designed as a full-bag treat that you eat like candy.
Franks commented: “We believe that the energy market needs an innovative new product and is ripe for disruption. We have analysed data and used the relationship between energy drinks and soft drinks, and then applied this to energy sweets versus sweets, and we believe that energy gummies made by confectioners could be worth up to £640m in the UK.
“In 2023, the Sports and Energy Drinks market was worth £3.1bn. The carbonated soft drinks market was worth £9.2bn in 2023. This shows a 34% market size for Energy Drinks versus carbonated soft drinks. If we apply the same 34% market size to sugar confectionery – worth £1.9bn in 2023 versus energy candy, we’re looking at a market size of potentially £640m. We’re aiming high – Red Bull’s market share currently sits at 19% – we’re potentially looking at retail sales of £120m in the UK alone. If sales are not progressing with certain energy brands at the moment, it’s indicative that the market is ripe for innovation. That’s where Ruly steps in.”
Murray added: “We’re giving consumers control, retailers a fresh impulse line, and the energy category a serious boost. We want to control energy through our delicious products. 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’. We’re hitting the sweet spot between function, energy and confectionery. We want to do what Red Bull did for the soft drinks industry – though this time we’re supercharging sweets.”
