Respawn

What Respawn does

Respawn is a gaming-focused functional confectionery brand founded in 2021 as a co-creation between Razer and Mars Wrigley (a subsidiary of Mars, Incorporated). The brand operates as a sub-brand within the Mars Wrigley portfolio, with Mars Wrigley handling manufacturing and distribution while Razer retains brand co-identity and gaming-community credibility. Respawn sells two product lines — functional chewing gum (Respawn Gum, three flavors) and functional mints (Respawn Mints, three flavors) — segmented into RECHARGE (functional ingredients for energy) and RESET (mellowing functional ingredients) sub-lines, designed for use during extended gaming sessions.

The underlying product technology centers on functional ingredients paired with bold flavor profiles, packaged in formats intended to avoid interrupting gameplay; no proprietary formulation or technology platform is disclosed. The brand markets itself as "made by gamers for gamers," using community feedback on concepts and launches to inform product development, though no formal co-creation process or product pipeline data is disclosed.

Respawn's business model is a consumer packaged goods model: products are sold through mass-market retail (Target, specifically for mints) and convenience-store channels (7-Eleven) in the United States, with a "Where to Buy" page directing consumers to physical retail locations rather than direct e-commerce. Marketing relies on organic social media presence on Instagram and TikTok, plus an email signup funnel that also opts consumers into communications from other Mars brands. Pricing is not publicly disclosed. The customer base is broad individual gamers rather than enterprise accounts, and revenue figures are not publicly reported. The brand competes in the niche of gaming-lifestyle CPG against general confectionery and functional snack alternatives rather than direct head-to-head competitors.

Name

Respawn

Legal name

Respawn

Website

https://respawnbyrazer.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Respawn is a Mars Wrigley sub-brand, co-created with Razer, that sells functional gum and mints designed for gamers through US retail channels like Target and 7-Eleven.

Ownership category

akta.pro rank

Product category

Functional Confectionery / Gaming Snacks

NAICS

Nonchocolate Confectionery Manufacturing (31134)

SIC

Sugar & Confectionery Products (2060)

akta.pro primary industry

Chewing Gum & Mints (CRADABAC)

akta.pro secondary industries

Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Functional gum
• Gaming mints
• Gamer snacks
• Functional confections
• Gaming energy products

Headquarters

HQ city

Irvine

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Gum and Mints Product Sales: Respawn generates revenue through the sale of functional gum and mints products designed for gamers. The products feature functional ingredients (RECHARGE: functional ingredients for extra energy; RESET: mellowing functional ingredients) with bold flavors. Products are sold through retail channels and potentially direct-to-consumer.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Respawn sells functional chewing gum and mints designed specifically for gamers. The portfolio includes two product lines: Respawn Gum (Cool Mint, Tropical Punch, Pomegranate Watermelon) and Respawn Mints (Watermelon Guava, Blackberry Vanilla, Mango Habanero Fire). Products are positioned as RECHARGE (functional ingredients for extra energy) or RESET (mellowing functional ingredients) variants, with gaming-themed branding and packaging.

Product overview

Respawn is a gaming-focused snacking brand that offers two product lines: chewing gum and mints, both designed to enhance the gaming experience. The portfolio consists of 6 total products (3 gum flavors and 3 mint flavors). Products are categorized into RECHARGE (functional ingredients with bold flavors for extra oomph) and RESET (functional ingredients with mellowing flavors). The products are marketed as better-for-you options with ingredients tailored to gamers' needs, developed by gamers themselves through community feedback.

Differentiator

Problem solved

Functional benefit

Products and services

• Respawn Gum Functional chewing gum designed for gamers, available in three flavors: Cool Mint, Tropical Punch, and Pomegranate Watermelon. Formulated with functional ingredients and bold flavors to provide extra energy (RECHARGE) during gaming sessions. Packaged with gaming-themed branding.
• Respawn Mints Functional mint products designed for gamers, available in three flavors: Watermelon Guava, Blackberry Vanilla, and Mango Habanero Fire. Products are categorized as RECHARGE (functional ingredients with bold flavors for extra energy) or RESET (mellowing flavors to keep the vibe going). Available at Target retail stores.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• RazercoreStrategic or Co-development PartnerRazer co-founded the Respawn brand as a gaming-focused snacking line. The brand leverages Razer's gaming identity and community to market products specifically designed for gamers. The About page states 'We're a snacking brand started by Razer' with the mission to develop products for gamers made by gamers.

Recent moves6 records

Expansion highlights5 records

Direct peers

• G Fuel: G Fuel is the most direct peer: a functional, gaming-culture branded energy and focus product line. Respawn's RECHARGE positioning targets the same gamer persona with the same functional-ingredient value proposition, though in gum/mint format rather than powder/energy drink.
• 5 Gum: 5 Gum is a Mars Wrigley gum brand also explicitly positioned around bold flavors and a youthful, edgy identity. It is the closest internal portfolio analogue and a direct competitor for the same impulse-buy occasion and demographic.
• Extra Gum: Extra is Mars Wrigley's flagship chewing gum brand and a direct category competitor. Respawn gum competes with Extra for the same shelf set, the same usage occasion, and increasingly for the same younger, brand-engaged consumer.
• Orbit Gum: Orbit is another Mars Wrigley gum brand. It overlaps with Respawn in product format and retail channel and competes for the same mid-impulse gum purchase at mass and convenience retailers.
• Tic Tac: Tic Tac is a Ferrero mints brand and the dominant competitor in the small-format mints category that Respawn Mints occupies. It is the most direct external competitor for breath-freshening, impulse-buy occasions.
• Mentos: Mentos is a Perfetti Van Melle mint/candy brand that competes with Respawn Mints in the same flavor-forward, bold-taste, small-format mint segment, particularly at convenience and checkout.
• GamerSupps: GamerSupps is a gaming-focused supplement and functional beverage brand. Like Respawn, it is built on gamer-community co-creation and functional ingredients for focus and energy, and is one of the closest conceptual peers in the gaming functional product space.

Emerging players

• Alani Nu: Alani Nu is a fast-growing functional energy brand with strong adoption among female and gaming-adjacent consumers. It competes with Respawn for the gamer/streaming persona pursuing functional, branded energy products, though in RTD energy drinks.

Broad incumbents

• Celsius: Celsius is an established functional energy and fitness brand. While it sells RTD beverages rather than gum/mints, it competes with Respawn for the same 'better-for-you functional' positioning targeting active, performance-oriented consumers.

Others

• Razer: Razer is the co-founder of the Respawn brand and a strategic partner, not a competitor. It is included because it is the originating partner whose hardware ecosystem, community, and brand equity directly shape Respawn's identity and distribution leverage.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/respawnbyrazer
• TikToktiktok.com/@respawnbyrazer?lang=en

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Respawn