Energy Bombs aims to create coffee alternative for US gum consumer
Energy Bombs was created to tap the growing energy supplementation retail industry, according to the company. Prior to the US launch, Energy Bombs introduced over 350 SKU’s with an established distribution channel in over 16 countries, including Spain, Greece and Romania.
40 milligrams of caffeine
Energy Bombs are available in mint and cinnamon flavors, and they are designed to target busy working people, college students, or anyone looking to power through the day.
“At only five calories per serving with 40 milligrams of caffeine, one piece of Energy Bombs Chewing Gum provides the same amount of caffeine as a half-cup of the leading eight-ounce energy drink,” Energy Bombs said.
“It quickly absorbs in the body, and also contains essential vitamins including Vitamin B12, Vitamin B6, Guarana and Taurine to keep people powered up.”
Improve brand awareness and soon launch in the UK
Energy Bombs said “it is impossible [for energy gum products] to replace the energy drinks” in the market, but it sees itself as “a better, healthier and more convenient way of consuming energy” than drinking coffee.
The company focuses on creating brand awareness for its energy gum in the US, and hoping to make it available across all channels in the country by the end of 2017.
In addition, Energy Bombs will soon be on shelves in the UK.
Upon the Wrigley’s caffeinated energy gum launch back in 2013 - which was later pulled due to FDA concerns - Cesar de Ghouy, executive director of Los Angeles Industries and producer of L.A. fuel gum, previously told ConfectioneryNews the energy gum category is a “rising star,” but “putting too much caffeine may mean increasing the bitterness.”
However, market analysts Mintel warned that a company may put itself at risk of being sued over caffeinated gum products, citing a number of US lawsuits about the alleged harm from energy drinks.
