Two runners. One kitchen. Four ingredients.
In 2023 Laura was training for her first marathon and couldn’t stomach the gels she was using. Too many ingredients, too sweet, too much like a science project.
So she started running with baby-food fruit pouches instead. They tasted like food, but they didn’t have enough carbs to get her round. So she and Hayley took it to the kitchen. Fruit purée, a bit of syrup, a pinch of salt, and a lot of trial and error.
That’s still the recipe. Fruit purée, date syrup, lemon juice and salt. Nothing else.
Run like the fuel isn’t there.
What we stand for
It’s just food. Real ingredients, on the front of the pack. Nothing artificial, ever.
Do less to it. We won’t add an ingredient, or a claim, just because everyone else does.
Say the thing nobody says. Runners talk about race-day stomach trouble. Most brands don’t. We will.
Meet the Founders
Hayley
Has played football since she was seven, on boys’ teams because there were no girls’ teams nearby. Football and basketball coach, and a qualified personal trainer. Looks after the brand, the customers and every review reply.
Laura
Two triathlons, then seven years in the Royal Signals, where she found CrossFit on tour in Afghanistan. Got back into running in 2023 and finished her first marathon in March 2024, the training block that started Purendure. Looks after the technical, regulatory and commercial side.