Razer launches a chewing gum for gamers
Respawn, the lifestyle brand by Razer has teamed up with ‘5 Gums’, from Mars Wrigley to launch a new edible product, a chewing gum.
The gum is called ‘RESPAWN by 5’ and has a tag line “CHEW. FOCUS. WIN.” It is a low-cal sugar free gum packed with green tea extracts and B vitamins, and is said to elevate mental focus and boost reaction speed of players.
The gum comes in 3 flavours, Cool Mint, Pomegranate Watermelon and Tropical Punch.
Razer claims, “An extensive amount of R&D went into designing this product”. Razer conducted in-home sessions where information on daily regimens, gaming schedules, snacking habits and general interests of gamers was gathered.
According to a press release by Razer, RESPAWN collected quantitative and qualitative data both internally and through resources at Mars Wrigley, as a part of early product development.
RESPAWN and Mars Wrigley’s 5 gum team had also organized focus groups and taste tests for product validation, where they studied the habits of gamers and their product consumption while gaming, to determine the best form factor, ingredients, and taste for the product. The company then adjusted and perfected the final product based on the results of the studies.
“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,” stated Sean Driscoll, Senior Product Evangelist for Respawn Ltd.
“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,” said Flip Block, Global Brand Director at Mars Wrigley
He further added, “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.”
The gum was launched on September 8th and is available on Razer’s official site for US$2.99 per 15-stick pack and for US$27.99 per 10 packs(150 pieces).
Respawn had also launched a performance drink for gamers last year. Who knows what they will launch next.
Team Dignitas, an esports organization who is partnered with RESPAWN, tweeted out about the product, calling it ‘The Official Gum of Dignitas’.
In 2020 so far, we’ve seen NVIDIA launch a new range of RTX series GPUs, AMD launch custom bikes, Intel introduce a new logo and now Razer launch a chewing gum for gamers. Weird yet exciting times in the gaming and esports industry.
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