The mental performance nutrition brand for the gaming community, Respawn, has partnered with Mars Wrigley’s to expand its consumable line-up with the launch of Respawn by 5, a new gum that has been developed to ‘add a new layer of focus to the gaming experience.’
The sugar-free chewing gum is formulated with B vitamins and nutrients such as green tea extract, and has been developed by the teams at both Mars Wrigley’s 5 gum, and the gaming division of Respawn’s sister company, Razer. It has been devised as a gum to increase the focus of gamers while they are playing.
Respawn by 5 comes in three flavours – Cool Mint, Tropical Punch, and Pomegranate Watermelon. The former is a mainstay gum flavour while the latter is among the most popular flavours of Respawn’s mental performance drink.
“Respawn was created to address the clear market for food and beverage products in gaming that help players maintain focus and mental agility during gameplay, without the intense rush provided by many energy products,” said Sean Driscoll, senior product evangelist for Respawn Ltd. “Mars Wrigley brings with them immense experience and market leadership in the gum category and was a perfect partner for our new consumable line.”
Flip Block, global brand director at Mars Wrigley, added: “Finding an innovative way to service new and existing customers, and uniquely so within the gaming space, is one way we continue growing our gum business, maintain our leadership and demonstrate expertise.
“It was an easy decision to align with Razer and Respawn’s existing drink mix line to develop this product and satisfy a new market with Respawn by 5.”
Respawn and the Mars Wrigley’s 5 gum team organised focus groups and taste tests studying the habits of gamers and their product consumption while gaming to determine the best gum in form factor, ingredients, and taste. The findings then helped the team adjust and finalise the flavors and formula.