Product Update
Is Caffeine Bullet Still in Business? (2026 Update)
Is Caffeine Bullet from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Caffeine Bullet today.
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Caffeine Bullet pitched a fast absorbing energy chew aimed at endurance athletes, and its founder David Hellard landed backing from two Dragons in one go. The short answer for anyone wondering if it survived the years since is yes, and it has grown into a wider product range along the way.
The Short Answer
Caffeine Bullet is still in business. The brand now trades under a wider umbrella called Performance Bullet, with its original energy chew sitting alongside newer products, and both the original site and the newer brand site remain active and selling.
It appears to focus on direct sales through its own websites and specialist sports nutrition stockists rather than a general Amazon listing, so those are the best places to check current availability.
The Pitch
Caffeine Bullet appeared in series 19, episode 14, filed under Other in our index, though the product sits squarely in sports nutrition. Founder David Hellard pitched a caffeine energy chew designed to absorb roughly three times faster than gels, drinks or pills, aimed at runners, cyclists and other endurance athletes who need a quick hit without the stomach trouble some gels cause.
The ask was £60,000 for 25 percent of the business, a straightforward equity offer for a product with a clear, testable performance claim.
The Deal
Peter Jones and Steven Bartlett backed the pitch jointly, putting up the full £60,000 for the 25 percent on the table. It is a sensible pairing: Peter Jones's long track record in consumer products and Steven Bartlett's interest in wellness and performance brands both line up naturally with a sports nutrition product.
A joint deal from two Dragons with genuinely different strengths tends to widen a founder's usable network more than a single investor would, provided the founder can manage two sets of relationships at once.
What Happened After the Cameras Stopped
The company has expanded its line since the episode aired, launching products like Brain Bullet, which pairs caffeine with L-theanine for mental focus rather than pure physical performance, under the broader Performance Bullet brand. That kind of line extension, building a family of related products around a proven core formula, is a common and sensible growth path for a supplement brand once the original product has found its market.
Sports nutrition is a crowded, fast moving category, and staying visible years after a single TV appearance usually requires continued marketing spend and retail relationships, not just word of mouth from the original pitch. The brand's continued presence on social media and its active stockist pages both suggest that work has continued.
Reading the Category
Sports nutrition is one of the tougher shelves in UK retail to break into. It is dominated by a small number of large, well funded brands with decades of relationships already locked in with gyms, running clubs and specialist retailers, so a newcomer usually has to win on product performance alone before it can even get a meeting with a major stockist.
Founders in this category also face a marketing challenge most other Dragons' Den pitches do not. Endurance athletes are sceptical, highly researched customers who read ingredient lists and compare absorption claims against their own training data, so a product either performs on the road and the trail or word spreads quickly that it does not. Caffeine Bullet's continued presence in specialist stockists years after its pitch suggests the product has held up under that kind of scrutiny, and that the founder's original performance claim has survived contact with a genuinely demanding customer base.
Where Things Stand Now
To recap. Caffeine Bullet pitched in series 19, episode 14, asked for £60,000 for 25 percent, and secured exactly that jointly from Peter Jones and Steven Bartlett. The business has since grown into a small family of performance products under the Performance Bullet name and, by every available signal, remains actively trading today.
If you tried the original chew after watching the episode and are wondering whether it is worth reordering, the answer is straightforward: the brand is not just surviving, it has widened its range, which is usually a sign a company has found a stable enough footing to invest in new development rather than just holding on to what it already had. That is a meaningfully better place for a small supplement brand to be several years after its television debut than simply keeping the lights on.
Where to buy Caffeine Bullet
Still selling as of 20 February 2026. Check today's price and availability.
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See the full Caffeine Bullet deal breakdown and term sheet →
