Food belongs in a kitchen. Not a lab.
where AMMO began and where we want to be
One athlete's search for a cleaner energy gel
Back in 2014, when triathlete and advertising executive Jay Rujiramora began taking endurance sport seriously, he struggled to find an energy gel that matched the way he wanted to eat.
Most products relied on synthetic ingredients and unfamiliar additives. The few natural alternatives had to be imported from overseas, making them far less accessible.
Why should athletes lower their standards?
Jay soon realised he wasn’t alone. Many athletes who cared deeply about what they ate accepted lower standards when it came to sports nutrition, simply because that’s what the industry offered.
He wasn’t willing to accept that.
Believing there had to be a better way, Jay set out in 2016 to create the energy gel he wanted for himself. He immersed himself in sports nutrition research while exploring the potential of real food ingredients from his home country.
Built on Thailand's natural abundance and food wisdom
Being Thai, Jay chose to build AMMO around what his home country already has to offer: an abundance of natural produce and generations of food wisdom centred on minimal processing that preserves the integrity of every ingredient.
Whenever possible, AMMO sources locally to support Thai farmers and help preserve traditional agricultural practices. Our key ingredients, fresh tropical fruits, solar-dried banana syrup, coconut nectar sugar, and natural sea salt, are all rooted in Thailand’s rich agricultural and culinary heritage.
By combining Thailand’s natural ingredients and long-preserved food wisdom with modern sports nutrition principles, AMMO creates energy gels that are effective, easy to understand, and free from the unnecessary additives many athletes prefer to avoid.
The natural performance ingredients Jay chose as his building blocks
Fresh tropical fruits
For a clean, refreshing taste and vitamins
Milled chia seed
For texture, this superfood is loaded with amino acids
Solar-dried banana syrup
For fast-acting natural carbohydrates
Coconut nectar sugar
For sustained, low-GI energy without the crash
Fleur de Sel (sea salt)
For essential electrolyte and flavour enhancement
From kitchen experiment to Thailand's first natural energy gel
The earliest prototypes were mixed in Jay’s own kitchen
using ingredients he knew and trusted from everyday life. The goal was simple: create an energy gel made from real food, without compromising performance.
Over the next three years, Jay tested energy gels from around the world, experimented with countless recipes, and refined prototype after prototype in pursuit of a better solution.
As development progressed, food scientists and nutrition specialists helped transform those kitchen experiments into a commercially viable product, refining the formula, validating its nutritional values, and ensuring it met rigorous quality and safety standards.
In 2019, AMMO became Thailand’s first natural energy gel. Today it fuels everyone from professional athletes to everyday adventurers and even children, all with the confidence of knowing exactly what they’re putting into their bodies.
Prototype, 2017
Prototype, 2018
First packaging, 2019
New packaging, 2025
Building a better future for sports nutrition
AMMO was founded on a simple belief: athletes shouldn’t have to lower their food standards simply because they’re exercising.
That belief continues to guide every decision we make, from the ingredients we choose to the way we communicate them: honestly, clearly, and without exaggeration.
We believe every athlete deserves sports nutrition that’s as honest as the food they eat every day, and will keep working until that becomes the standard, not the exception.
Choose real food energy.
Made from all-natural ingredients. Trusted by athletes. Proven at every distance.
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