Key takeaways
- Caffeine is a central nervous system stimulant that speeds up messages between brain and body , which reduces the perception of fatigue and lets you hold your pacing and output for longer.
- Hoola publishes 10 mg of caffeine per gram, which is 100 mg in the 10 g daily serve, roughly equivalent to one standard cup of brewed coffee.
- The dose is deliberately modest, so alertness support does its job without overshadowing the other 26 actives. The caffeine is natural, from plant sources.
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enXtra Alpinia galanga works alongside caffeine to support a smoother, more sustained sense of focus, which is exactly why the caffeine dose can stay modest.
- One 10 g scoop, morning or early afternoon, kept away from bedtime. Individuals vary in their response to caffeine intake.
What is caffeine, and what does it do in your body?
Caffeine is a stimulant of the central nervous system, and it speeds up the messages travelling between your brain and your body. Think of it as your nervous system's volume dial.
The science is tidy. Caffeine (1,3,7-trimethylxanthine) occurs naturally in the leaves, beans and fruits of a variety of plants, and around 90% of adults consume it regularly. It is the world's most commonly consumed psychoactive substance, usually through coffee and tea. Once you swallow it, caffeine is rapidly absorbed and carried to all body tissues and organs, where it produces a wide range of effects.
The effect you actually notice is the fatigue signal turning down. By activating the central nervous system, caffeine can counter fatigue and improve concentration and mental focus. Those effects reduce the perception of tiredness and allow optimal pacing and skill or work outcomes to be maintained for a longer period. You do not get free energy. You get more of the energy you already have, available for longer.
How does caffeine fit a day that already feels loud and busy?
It fits when it is measured, and it backfires when it is stacked. Most days already carry caffeine from several directions. Coffee is the most common dietary source, and tea, cola drinks, energy drinks, chocolate and specialised sports foods and supplements all add to the daily total.
You know the pattern. Groggy at 7am. Coffee. Flat by 2pm. Another coffee. Wired but tired at 11pm, still scrolling. Caffeine pills are a popular way to lift short-term energy and focus during work or study , and caffeine in general is a popular way to improve alertness and concentration when you are studying or working. The problem is rarely the caffeine itself. It is the dose that arrives with nothing steady underneath it.
People no longer want energy that spikes, focus that jitters or calm that sedates. They want brightness: energy that feels clean, clarity that feels steady, calm that feels capable. That is what we built Hoola to support, so you feel bright, capable and ready every day.
How much caffeine is in Hoola, and what form is it?
Hoola contains 10 mg of caffeine per gram, which is 100 mg in the 10 g daily serve, roughly equivalent to one standard cup of brewed coffee. The caffeine is natural, from plant sources, and it arrives inside an oral powder rather than a pill.
No proprietary blends. Every ingredient is delivered at a clinically efficacious dose, and every quantity is published. Each per-serve figure is simply the per-gram figure times ten, and both are on the record. Hoola is a Listed Supplement on the Australian Register of Therapeutic Goods, AUST L 508472, with an ARTG start date of 8 August 2025 and Hoola Australia Pty Ltd as sponsor. The certificate lists all 27 active ingredients with exact quantities per gram, so anyone can look up AUST L 508472 on the public ARTG register and check every number.
Why did Hoola choose a measured 100 mg of plant-source caffeine?
Because 100 mg does the job. Caffeine sits in the formula at a measured dose so it can support alertness, reaction time and focus without overshadowing the other actives.
For scale, a typical caffeine tablet contains about 100 to 200 mg per pill, roughly the amount in one strong cup of coffee. Many caffeine pills and energy drinks use synthetic caffeine , and caffeine pills may contain either natural or synthetic forms. Ours is natural, from plant sources. There is also a hard line in this market: pure and highly concentrated caffeine food products, including pure caffeine powders, are banned from retail sale in Australia and New Zealand.
We do not chase intensity or burnout. We support regulated energy, clear thinking and capability that lasts. Not pushing harder, just operating brighter. Same thinking runs across the vitamins: no mega doses, just smart daily support. If it destabilises the nervous system, it is not energy, it is stress.
How does caffeine work with the rest of the Hoola formula?
Caffeine handles the short, sharp lift, and the other actives handle everything either side of it. Where a traditional supplement lifts calm or energy on its own, Hoola blends TGA listed nutrients, nootropics and adaptogens to support the dual state modern life asks for.
Alpinia galanga is the one that changes the maths. Backed by emerging research, it may support mental alertness and physical endurance, and we like to think of it as a cognitive spark plug. enXtra is a patented, standardised rhizome extract researched for mental alertness and attention, on its own and in combination with caffeine. It works alongside caffeine to support a smoother, more sustained sense of focus, which is why the caffeine dose can stay modest.
Cordyceps is the mushroom with main character energy, the Energised Performance counterpart to Ashwagandha's Calm Clarity. Hoola is designed as a single, balanced daily dose, not a collection of separate supplements, and the value sits in how the ingredients work together.
Who tends to look for caffeine supplements?
Students and working professionals, mostly. They often turn to caffeine tablets as a convenient way to lift alertness and concentration during long study sessions or hectic workdays. The pills are popular with students pulling all-nighters and professionals who need to stay alert, because they deliver caffeine in a quick, portable form with nothing to brew.
Athletes are in the mix too. Caffeine was removed from the World Anti-Doping Agency Prohibited List in 2004, so athletes in WADA sanctioned sports can consume it within their usual diets or for specific performance purposes.
The common thread is that energy feels inconsistent. Hoola is a supplement for modern lives, busy schedules and high ambition. It is for people who want to perform without the crash, and it helps you feel bright, steady in mind, clear in thought and energised in action.
When and how should you take a caffeine supplement?
Take it in the morning or early afternoon, and keep it away from bedtime. With Hoola there is no half serve, no double serve and no weekly total. It is one 10 g scoop a day.
Timing matters because the response is personal. Individuals vary in their response to caffeine intake. While caffeine may enhance sports performance in most people, some are non-responders and others respond negatively to caffeine ingestion. The mechanisms behind these effects vary between individuals and include both positive and negative responses. So start where the dose is published, notice how the afternoon and the evening feel, and adjust the timing rather than the amount.
One scoop. One glass of cold water. One less thing to think about.
How should you fit Hoola's caffeine into your morning?
Mix one 10 g scoop into 300 to 400 ml of cold water, each morning, and make it the same moment every day. A 10 g daily dose of actives does not fit a practical capsule count, which is why Hoola is a powder rather than a pile of pills.
In week one, most people notice smooth energy without the crash, sharper focus in the mornings, a subtle lift in mood and mental clarity, and feeling more balanced under pressure. After that, the arc is gradual and honest. Adaptogens may take four to six weeks for their full benefits, and most of our customers feel the biggest difference with consistency rather than intensity. The 150 g pouch is two weeks, so you can see how you feel before you commit further. More on how the formula behaves over time sits on our blog.
Frequently asked questions
Do caffeine tablets work?
Yes. Caffeine tablets are used as an alertness aid to help you stay awake when you feel drowsy or unusually tired or weak. Once swallowed, caffeine is rapidly absorbed and transported to all body tissues and organs, where it produces a wide range of effects. One caveat on the science: most of the research on caffeine examines the effects of the caffeine present in coffee.
Where are caffeine supplements sold in Australia?
They are typically sold over the counter as dietary supplements designed to increase alertness. What is not sold anywhere is the concentrated end of the category, because pure and highly concentrated caffeine food products, including pure caffeine powders, are banned from retail sale in Australia and New Zealand. Hoola sells direct through our own store, ecommerce only, Australia-wide. We were founded in 2025, ABN 64678991145.
Are caffeine pills legal in Australia?
Yes, caffeine pills are legal here. Caffeine occurs naturally in foods such as coffee, tea and cocoa, and it has a long history of safe use as a mild stimulant. The restriction applies to concentration, not to caffeine itself: foods containing 5% or more caffeine in solid or semi-solid form, such as powders, and 1% or more in liquid form are banned from sale to the public in Australia and New Zealand. Caffeine pills are not the same thing as pure caffeine powder.
What is caffeine powder, and can you buy it here?
Caffeine powder is pure, highly concentrated caffeine, typically marketed as a sports supplement, and a single teaspoon can hold the same amount of caffeine as 25 to 50 cups of coffee. You cannot buy it here. In September 2019, Minister Colbeck released the FSANZ report and agreed to all of its recommendations to improve consumer safety around caffeine powder and high caffeine content food. Hoola is a different thing entirely: a listed medicine in an oral powder dosage form, with caffeine at 10 mg per gram alongside 26 other published actives.
What does pure caffeine look like?
Pure caffeine is a fine white powder, similar in appearance to icing sugar. In nature it is far less dramatic, occurring in the leaves, beans and fruits of a variety of plants, and about 90% of adults consume it regularly.
What are caffeine tablets, and how do they differ from a powder blend?
Caffeine tablets, also called caffeine pills, are tablets or capsules holding a concentrated dose of caffeine, the same stimulant found in coffee and tea. They are a popular way to lift short-term energy and focus during work or study. A blend does something broader. Hoola is a daily wellness drink with nootropics, adaptogens, vitamins and minerals to support energy, focus and mental clarity, so the 100 mg of caffeine arrives with enXtra, Cordyceps, Ashwagandha, Reishi and the rest of the formula around it.
Where does caffeine come from?
Caffeine comes from plants. Coffee and tea are natural sources, and manufacturers also add caffeine to other products such as sodas, energy drinks and energy bars. Coffee is the most common dietary source, with tea, cola drinks, energy drinks, chocolate and specialised sports foods and supplements adding to regular intake. The caffeine in Hoola is natural, from plant sources.
How much caffeine do Australian adults typically consume?
About 175 mg a day, or roughly 2 to 2.5 mg per kg of body mass per day, according to the most recent national data. At least 25% of the population consumes more than 230 mg a day, which is 3 or more mg per kg of body mass.
How much caffeine is in a typical caffeine tablet?
Usually 100 to 200 mg per tablet. The amount varies by brand. That is more than in most cups of coffee, but less than in some energy drinks. Hoola sits at the lower end of that range, at 100 mg in the 10 g daily serve, roughly equivalent to one standard cup of brewed coffee.
Always read the label and follow directions for use.
