Laura and Hayley, a wife duo passionate about fitness and nutrition, set out to change the energy gel game. During Laura’s running journey, she realised the market lacked pure, natural fuel for athletes. Frustrated by sticky, artificial options, they turned their kitchen into a lab, blending fruits, refining textures, chasing the perfect balance. When demand grew, they couldn’t scale at home and moved to manufacturing. Purendure was born, using pure ingredients to create a smooth, fruity, and clean alternative.