Austin Bailey, founder of protein drinks brand Ufit, has launched Bullitt, a new snack bar built around whole roasted coffee beans. Bailey, who sold Ufit to Weetabix in 2022, is bringing the brand to market through his new venture, Coldharbour Foods.
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The plant-based bars are made from beans softened using a proprietary process, which the brand says gives a chewy texture "with no crunch and no grit". Each 50g bar packs 80mg of natural caffeine, roughly the equivalent of a 250ml can of Red Bull, and is also high in fibre.
Pitched with an energy-drink-style swagger and the line "no cans, no brewing, just Bullitt," the range comes in Peanut Butter, Chocolate Brownie and Mixed Berry, with boxes of 16 on its own site. Alongside the bars, Bullitt also sells GO, a tube of roasted coffee beans.
The bars have rolled out via direct-to-consumer, Amazon and TikTok Shop, with Coldharbour Foods also eyeing a retail, convenience and forecourt push.
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