The caffeinated gum firm based in the Czech Republic secured approval from France’s Directorate General Competition, Consumer Affairs and fraud Control (DGCCRF) to sell in the country.
L.A.Fuel has an exclusive distribution deal with the Publicis Drugstore on Champs-Elysées in Paris but is also permitted to sell in service stations, sports stores, tobacconists, nightclubs and on the online store of the brand.
100 mg of caffeine per piece
The company was established in 2005 and launched on the international market in 2011 following approval from EU health authorities.
The brand is currently selling in Europe, South America and Africa. The sugar-free gum contains 100 mg of caffeine and 25 mg of taurine per piece.
Wrigley’s Alert caffeinated gum – which was pulled from the market following concerns from the US food and Drug Administration - contained 40 mg of caffeine per piece.
Young people and athletes
Young people are the firm’s primary target but it also hopes to appeal to artists on tour and athletes.
The firm’s launch in France this week was supported by quadruple Freestyle Football World Champion Gautier Fayolle.
L.A.Fuel mint flavor mint flavor contains seven pieces per pack and carries a recommended price of €3.50 ($4.36).
The company will use white packaging in pharmacies and black packages in all other retail outlets.