‘Energy candy’ startup Ruly has secured a £500k investment to accelerate its rollout across UK retail. The funds, raised from angel investors – will support efforts to raise brand awareness and develop a “robust” NPD pipeline. Ruly’s first two flavours – Tropical and Red Berry – are currently being trialled in forecourts and independent retailers ahead of a wider trade rollout. Ruly was founded in 2024 by restaurant founder-turned-management consultant Sophie Murray and finance director Lydia Franks. The duo came up with the idea for a caffeinated gummy-style sweet to “power through the afternoon slumps” as an alternative to “the office birthday cake, sickly energy drinks, or a bit-too-late-in-the-day cup of coffee”. Each 42g pack of Ruly sweets contains 80mg of caffeine, alongside guarana and B vitamins. The gummies were designed for “micro-boosting” to “control your energy boost and not experience the crash that sugary energy drinks can cause”, according to the brand. With the sports and energy drinks category accounting for 34% of the £9.2bn carbonated soft drinks market in 2023, a similar share of the £1.9bn confectionery category would make ‘energy candy’ worth £640m in the UK, Ruly’s founders predicted.
BBQ - Is there a gap in the market for this type of product?
