A Conversation with BELTER Founder Des Naughton
Caffeine is an essential part of daily life for millions of people, but what if there was a better, more efficient way to get that much needed energy boost? Enter BELTER, the game changing caffeine pouch that works faster, tastes better, and is more convenient than traditional caffeine sources. We sat down with Des Naughton, our founder BELTER, to discuss what inspired him to create the product and why it's revolutionising the caffeine market.
The Inspiration Behind BELTER
Des Naughton has a rich background in the vaping and shisha industries, where taste and flavour were central to success. In January 2022, he discovered the potential of caffeine pouches and saw an opportunity to innovate. Drawing on his experience with nicotine pouches, he realised that existing caffeine products lacked both flavour and the right scientific formulation.
"I knew that caffeine pouches had potential, but they needed more flavour and the right scientific approach to really make them work. That’s when I teamed up with sports scientists to perfect the formula," Des explained.
Des's vision was to create a product that not only delivered an effective caffeine boost but also provided an enjoyable and convenient experience for consumers. After extensive research and development, BELTER was born—a product that offers a fast-acting energy source without the drawbacks associated with traditional caffeinated drinks.
Why Choose Pouches Over Drinks or Tablets?
Unlike traditional caffeine sources such as coffee, energy drinks, and tablets, BELTER pouches provide a more efficient and convenient solution. Des highlighted several key benefits of the pouch format:
-
Faster Absorption: Caffeine from BELTER pouches is absorbed through the gums, working up to three times faster than energy drinks or coffee, ensuring a quicker energy boost precisely when needed.
-
No Stomach Irritation: By bypassing the digestive system, users avoid the common stomach issues associated with coffee and energy drinks, making it an ideal choice for those with sensitive stomachs.
-
Cost-Effective & Portable: No need to queue up for coffee or carry bulky drinks. BELTER pouches fit right in your pocket and provide a quick energy boost on the go, perfect for busy professionals, athletes, and students.
-
Long-Lasting Flavour: Unlike chewing gum, which quickly loses its taste, BELTER pouches are designed to deliver a consistent, enjoyable flavour experience throughout their use.
The Science Behind BELTER
To ensure the highest quality and effectiveness, BELTER worked with a sports science agency and partnered with Dr Edward Holton at the University of Surrey. The goal was to determine the optimal caffeine level for both mental and physical performance.
"We found that 80 milligrams of caffeine is the sweet spot, providing a noticeable boost without overstimulation. Our studies even showed a 12-15% improvement in gym performance," Des shared.
BELTER's scientific approach ensures that each pouch delivers a carefully balanced dose of caffeine, allowing users to stay alert and energised without experiencing the jitters or energy crashes associated with other caffeine sources.
How BELTER Stands Out from Competitors
BELTER isn’t just another caffeine product; it’s the first available pouch of its kind in the UK and stands apart from energy drinks and other caffeine brands in several ways:
-
Quick Onset: While coffee takes about 45 minutes to kick in, BELTER works in just 15 minutes, providing a faster and more predictable energy boost.
-
No Sugar, No Crash: Unlike sugary energy drinks, BELTER provides a sustained boost without a sugar crash, making it a healthier alternative for daily caffeine needs.
-
Scientifically Proven Results: Independent studies confirmed that BELTER improves performance and focus, making it a trusted option for those who rely on caffeine to perform at their best.
Who Can Benefit from BELTER?
BELTER is designed for everyone, from busy professionals to athletes and shift workers. Whether you’re hitting the gym, preparing for a long drive, or need to power through a late-night work session, BELTER offers a practical solution.
"We initially targeted athletes to prove the concept, but we've seen huge interest from shift workers, students, and even parents dealing with sleep deprivation," Des noted.
From early morning starts to late-night study sessions, BELTER is the perfect companion for anyone needing a reliable and convenient energy source.
Common Myths About Caffeine
During our conversation, Des addressed some common misconceptions about caffeine:
-
Myth: Caffeine Works Instantly
-
Truth: Traditional caffeine sources take up to 45 minutes to take effect, while BELTER works much faster through gum absorption.
-
Myth: Caffeine Causes Jitters and Sleep Problems
-
Truth: With the right dosage and delivery method, caffeine can provide focus and energy without adverse effects.
-
Myth: Energy Drinks Are the Only Effective Option
-
Truth: BELTER pouches deliver a more efficient caffeine boost without sugar, artificial additives, or unnecessary calories.
BELTER is more than just an energy product; it’s a lifestyle enhancer that fits into anyone’s daily routine. Whether you need a pre-workout boost, a mid-afternoon pick-me-up, or a way to stay sharp during long meetings, BELTER has you covered.
"Energy reinvented, that’s what we call it. BELTER is about getting energy when you need it, without the hassle of traditional options," Des concluded.
Ready to experience the BELTER difference? Try it today and revolutionise the way you power through your day!
