Clean fuel, cleaner planet.

A quest for better endurance fuel, an end to single-use gel wrappers and to be the model of what a 21st century brand should be.

Our mission.

We have always believed in real food. But for a long time, endurance sports felt like they were at odds with that.


To get the performance we needed, we were told we had to accept chemistry set ingredients, flavours and preservatives. We refused. So, we spent years carrying squeezy bottles of honey and hand-mixed salt on our rides and runs. It was real, it was simple, but it wasn’t enough for the big days.

Then there was the waste. We’d finish a race and see the trails and streets littered with thousands of sticky, single-use plastic gel wrappers. It was ugly, and it felt wrong. You shouldn't have to trash the places you love just to fuel your effort.


We realised there was room for something better. Something that didn't exist yet: a simple, traceable blend that met sports nutrition standards without the synthetic ingredients or the plastic footprint. Hebe is the end of that compromise.

 

Our goal is simple: to be the example of how a 21st-century brand should behave. Clean fuel for your body, a cleaner model for the planet, and total transparency for our community.

Traceable Ingredients

We’ve ended the era of "mystery ingredients." From the vineyards in Italy where our grapes are harvested to the Himalayan foothills of our salt, you will know exactly what you are putting into your body. No "flavours," no preservatives, just real ingredients.

Circular by Design

Modern endurance sport has a plastic problem. We’re solving it with a circular system: long life powder-based fuel, recyclable pouches, and reusable flasks and bottles. We don't just reduce waste; we design it out of the process entirely.

Cleaner Planet

We aren't here to just take from the planet. That’s why we allocate 3% of all sales to social and environmental projects, alongside consistent carbon offsetting. It’s built into our cost, not added as an afterthought.

clean fuel.
cleaner planet.

3% of all sales

donated to sustainability projects and carbon offsetting.

The journey.

Hebe didn’t start in a lab, it started on our bikes and in our kitchen. Frustrated by the ingredients in standard gels, we fuelled with squeezy bottles of honey and DIY maple sugar mixes. It was natural and less processed, but it lacked the precision needed for the long haul.
 

We knew we needed dual-source carbs leaning heavier on the glucose to perform at our best, but we refused to settle for synthetic syrups or mystery additives. After months of searching, we finally landed on our traceable, fruit-based blend that matches the performance of elite gels using natural ingredients.
 

We didn’t stop at the formula. We paired Hebe with a circular refill system to ensure that while we push our limits, we aren’t leaving a trail of plastic waste behind. No more sticky pockets, no more mystery labels, just clean fuel that doesn’t weigh on your conscience.

Origins.

Like you, our lives revolve around the rhythm of endurance sports. But for years, we had a problem with the "industry standard" for fuelling.

 

Every long ride or training block ended the same way: staring at a handful of sticky, single-use plastic gel wrappers and a list of 15 ingredients we couldn't pronounce. 

 

We didn’t want "flavourings", preservatives, or sweeteners. We wanted real ingredients, that actually performed, in a circular refill system with packaging we could recycle.

The journey.

Hebe didn’t start in a lab, it started on our bikes and in our kitchen. Frustrated by the ingredients in standard gels, we fuelled with squeezy bottles of honey and DIY maple sugar mixes. It was natural and less processed, but it lacked the precision needed for the long haul.
 

We knew we needed dual-source carbs leaning heavier on the glucose to perform at our best, but we refused to settle for synthetic syrups or mystery additives. After months of searching, we finally landed on our traceable, fruit-based blend that matches the performance of elite gels using natural ingredients.
 

We didn’t stop at the formula. We paired Hebe with a circular refill system to ensure that while we push our limits, we aren’t leaving a trail of plastic waste behind. No more sticky pockets, no more mystery labels, just clean fuel that doesn’t weigh on your conscience.

Any Questions?

If there is anything you would like to know about us or our products, we're always buzzing to connect with fellow endurance sports enthusiasts. Feel free to email us anytime.

Contact Us