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Ruly, a new entrant in the UK confectionery sector, has officially launched its line of caffeine-infused sweets, aiming to capture a niche in the growing functional candy market.

Founded in 2024 by Sophie Murray and Lydia Franks, Ruly seeks to provide consumers with a flavourful alternative to traditional energy products, catering particularly to the demands of busy professionals and fitness enthusiasts.

The company has introduced its lightning bolt-shaped sweets in two flavours: Tropical Crush and Berry Delicious. Each 42g pack contains 80mg of caffeine, along with guarana and B vitamins, designed to offer a sustained energy boost without the jitters often associated with sugary energy drinks.

Unlike conventional energy gummies that focus on single-dose servings, Ruly’s product encourages a 'micro-boosting' approach, allowing consumers to control their caffeine intake by consuming one sweet at a time.

Murray, who transitioned from the restaurant industry to management consulting, and Franks, a finance director, were inspired to create Ruly based on their own experiences with afternoon energy slumps.

The founders aimed to develop a product that would serve as a convenient pick-me-up, suitable for various situations – from office work to outdoor activities – without the mess associated with traditional energy drinks.

“Energy drinks are typically consumed in one go, while Ruly gives you ultimate convenience and control,” said Murray. “Our format allows consumers to snack at their own pace, whether they choose to enjoy the whole bag for maximum effect or space them out for a gentler boost throughout the day.”

The launch comes at a time when consumers are increasingly seeking healthier, more functional snack options. Ruly positions itself as a unique player in the market by highlighting flavour and enjoyment, in contrast to the often medicinal taste of traditional energy supplements. The brand's approach aims to redefine how energy is consumed, promoting a balance between taste and functionality.

Ruly’s products are currently available for purchase on their website, with pricing set at £2.49 per 42g bag or £2.29 per bag when purchased in bulk. The company is targeting both individual consumers and potential retail partnerships, as it seeks to establish a foothold in the competitive UK snack market.ns.