Behind the brand
Why we print the milligrams
· 3 min read
The least flattering number about a caffeine product is how few of them it takes to reach the daily guidance. We put it on every product page.
Nobody knows what they had today
Not roughly. Not within a hundred milligrams. A flat white from an unfamiliar cafe is somewhere between 60 and 200mg and there is no label on it.
That would not matter if caffeine had no ceiling. It does. EFSA puts the daily guidance for healthy adults at 400mg, and single doses at 200mg. Those numbers are useless if you cannot count what you have taken.
So we do the arithmetic
Every product page totals the caffeine per pouch, per tin, and as a percentage of that 400mg guidance. The basket does the same for a whole order.
It is not a flattering thing to publish. Telling someone eight pouches reaches the daily guidance is telling them to buy fewer pouches. We would rather they knew.
The things we will not do
No star ratings until we have verified ones tied to real orders. No countdown timers that reset when you refresh. No customer counts we cannot evidence.
Those are the devices that make a new brand look established, and every one of them would be invented. Several are illegal under the Digital Markets, Competition and Consumers Act 2024, not merely tacky.