At Base Camp Food, we’re always on the lookout for lightweight, innovative and adventure-ready fuel that genuinely makes life outdoors easier. Ruly caught our attention immediately: pocket-sized caffeine chews designed to give hikers, runners and endurance adventurers a fast, clean energy lift. With three flavours now available at Base Camp Food, we sat down with the Ruly team to learn more about the brand, the idea behind it and why it’s becoming a favourite among outdoor enthusiasts.
1. For anyone discovering Ruly for the first time, how would you describe what Ruly is and what makes it different from typical energy products?
Ruly is a new fruity gummy candy powered by natural caffeine, guarana and B vitamins. It tastes good and is simple to use wherever you are. One 42g bag holds 28 gummies and 80mg of caffeine, so you decide how much energy you want. There are no preservatives, and we use natural flavours and natural colours only. Because it is made by top European confectioners, it feels light, clean and much easier than drinks or gels. You get steady focus, alertness and physical performance in a pocket sized format that fits the way people actually move outdoors.
2. What inspired the creation of caffeine chews specifically - was there a particular moment or experience that sparked the idea?
It started with seeing how many people relied on caffeine but didn’t enjoy the formats available. Drinks are heavy to carry. Gels can be messy and tough on the stomach. Shots and tablets are not exactly enjoyable. We wanted something small, clean, easy to control and genuinely nice to eat. The real breakthrough came when we realised confectioners could deliver proper flavour and reliable function in a gummy. That opened the door to a format that feels natural to use and fits outdoor life without any fuss.
3. Many of our customers hike long distances or take on endurance events. How does Ruly support sustained energy during demanding outdoor activities?
Ruly gives steady energy that you can pace over time. Each bag has 80mg of caffeine and 30g of carbs, which helps on longer efforts. Most endurance guidance suggests around 30 to 60 grams of carbs per hour, depending on intensity, so a bag fits naturally into that range. Because the gummies are small, you can spread the lift throughout the effort. The B vitamins support normal energy-yielding metabolism, and many people find the format easier on the stomach than gels. It’s light, simple and keeps your energy topped up without breaking rhythm.
4. Your chews are small, lightweight and incredibly portable. How important was convenience and packability when designing the product for people on the move?
Very important. Convenience was a big focus from the start. Most people outdoors want energy that fits in a pocket and does not slow them down. We kept the bag at 42g so it feels light and easy to carry on any trip, and handy in small pockets. The gummies are small, so you can take a few without breaking pace. We wanted something you could use in wind, rain or cold without dealing with bottles or sticky gels. Packability was not an add-on. It shaped the whole product.
5. There’s a lot of talk about “clean energy” in the outdoor community. What nutritional benefits do Ruly chews offer compared to traditional gels or sugary snacks?
Ruly gives you natural green bean caffeine, guarana and B vitamins in a format that is easy to take in and easier on the stomach. You also get 30g of carbs in a full bag, which supports longer efforts and fits standard endurance guidance. There are no preservatives, and we have used natural flavours and natural colours. Our main focus is energy efficacy and flavour, but we used as little sugar as possible to meet flavour and carb expectations. Many people also prefer the steady lift from a chew they can pace, rather than the hit and slump that can come with some gels or high sugar snacks.
6. We’re launching Cherry, Red Berry and Tropical - can you tell us a bit about how you developed these flavours and what people can expect from each one?
We spent a long time getting the flavours right. We wanted a strong fruit hit that makes the product really enjoyable. Our confectioners helped us build real fruit profiles, not artificial tasting notes. Cherry is bold and slightly richer, Red Berry is clean and familiar. Tropical is brighter and sharper, which cuts through fatigue well. All three are designed to taste like proper candy while still delivering reliable energy.
7. Ruly feels very aligned with outdoor life: simple, efficient and easy to use anywhere. How do sustainability or low-impact principles influence the brand?
We focus on efficiency across the whole supply chain. Our factory runs to high environmental standards, and we pay close attention to energy use and carbon impact at each step. There is always room to improve, and we keep a close eye on new materials. If a food safe compostable soft plastic becomes viable for this kind of product, we want to be early adopters of it.
8. For adventurers comparing caffeine chews to drinks or energy shots, what are the performance advantages of taking caffeine in chew form?
A chew gives you control. You can take a few at a time rather than committing to a whole drink or shot. The absorption is steady, which helps avoid the sudden spike some people get from liquids. You do not carry any weight beyond a small 42g bag, and there is no risk of spills or stomach discomfort. Outdoors, where pace and conditions change, having a format you can dose in small amounts is a real advantage. Don’t underestimate the impact on performance of mood - a delicious treat halfway through can give you a boost beyond the ingredients.
9. What types of outdoor activities or moments do you think Ruly is perfect for? (We’re thinking big hill days, ultraruns, winter hikes… you tell us!)
One of the things we have noticed since launching this is how many people have said how useful Ruly can be - everyone from golfers to cross-channel rowers. Sportspeople need effective, sustained energy that doesn’t upset their stomach and simply fits with the fact that you are moving while consuming. We’ve seen people take Ruly on the Silk Road Mountain Race, doing a PB around the Isle of Wight, ice hiking in the Alps, trail running up Table Mountain. Ruly has already been more places than I have.
10. If the Ruly team could take a dream adventure anywhere in the world (with unlimited chews in your pack!), where would you go and why?
Long rides or hikes regularly feature in my bucket list but top of the list would be across India - such a fascinating and beautiful place.
12. Finally, what’s next for Ruly - any hints about new flavours or innovations on the horizon?
We have a very exciting pipeline of products for active people - more flavours and more functions. Watch this space!
Thank you to Ruly for answering our burning questions! Check out the Ruly range by clicking the link here!