What Eace Gum does

Eace Gum (legally Eace ApS) is a Copenhagen-based functional nutrition brand founded in 2019 by Asbjørn and Ziggi, built on the insight that traditional vitamin pills are difficult to swallow. The company formulates and sells a portfolio of supplements—vitamins, caffeine/energy, beauty, oral-care, immune, creatine, collagen, electrolytes, and pre-workout/endurance blends—in alternative delivery formats including chewing gum, gummies, powders, chewable tablets, ready-to-drink shots, and gels. Underlying technical features include cold-press production methods that preserve nutrient stability, buccal absorption via chewing/dissolving, and country-of-origin manufacturing within the EU (Denmark, Sweden, and France). The flagship performance line, the Holger Rune Collection, was co-developed with professional tennis player Holger Rune and is pursuing Informed Sport certification.

Eace operates a hybrid direct-to-consumer and retail model. Revenue is generated through its Shopify-powered e-commerce storefront (eacehealth.com), which ships to 14 countries across Europe, North America, and Oceania in multiple currencies and supports a subscription option offering a 20% discount on monthly or bi-monthly delivery. Wholesale revenue comes from Danish retail partnerships including Matas, 7-Eleven, Lidl, Circle K, Shell, Helsebiksen, Salling Group, Q8, and fitness chain Sats. Pricing is unit-based, typically $1.57–$3.67 per pack across the Gum+, Gummies+, Powder+, Gel+, and Chew Tabs+ ranges, with bundles such as the Holger Rune Pack priced at $156.

The customer base is exclusively individual end-consumers, segmented into athletes/active individuals, health-conscious general consumers, and busy professionals seeking on-the-go supplementation. Marketing relies on Instagram, TikTok, Facebook, YouTube, email newsletters, content marketing on a dedicated Science page, paid retargeting via Facebook and Google, earned media in Danish outlets, and the Holger Rune athlete endorsement. The company is privately held, has no disclosed parent or institutional investors, no recorded funding rounds, and operates with a small team of 8 employees, making it a bootstrapped, founder-led CPG business.

Name

Eace Gum

Legal name

Eace ApS

Website

https://eacegum.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Eace Gum is a Copenhagen-based functional nutrition brand selling vitamins, creatine, collagen, and performance supplements in chewing gum, gummy, powder, gel, shot, and chewable formats. It serves individual consumers in 14 countries via a Shopify DTC storefront, a subscription offering, and Danish retail partners including Matas, 7-Eleven, Lidl, and Circle K.

Ownership category

akta.pro rank

Product category

Functional Nutrition Supplements

NAICS

Nonchocolate Confectionery Manufacturing (31134), Food (Health) Supplement Retailers (456191)

SIC

Sugar & Confectionery Products (2060)

akta.pro primary industry

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

akta.pro secondary industries

Chewing Gum & Mints (CRADABAC), Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM), Specialty & Functional Packaged Foods (Gluten-Free, Keto, Organic, Medical/Allergen-Friendly) (CRADAAAI)

Keywords

• Functional nutrition products
• Vitamin chewing gum
• Performance nutrition supplements
• Dietary supplements
• Chewable nutritional formats

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: Eace generates revenue primarily through direct sales of functional nutrition products via its e-commerce platform and retail partnerships. Products are sold as one-time purchases or through subscription plans offering 20% discount. Product categories include vitamin gum, caffeine gum, electrolyte products, creatine products, collagen shots, beauty supplements, and oral care products.
2. Retail Distribution: Products are distributed through retail partners including Matas, 7-Eleven, Lidl, Circle K, Shell stations, and Helsebiksen in Denmark, generating revenue through wholesale distribution.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels9 records

Core offering

Eace Gum manufactures and sells functional nutrition supplements in alternative delivery formats such as chewing gum, gummies, ready-to-drink shots, chewable tablets, powder sticks, and gels. Products deliver vitamins, caffeine, creatine, collagen, electrolytes, and beauty nutrients to individual consumers through both direct-to-consumer e-commerce and retail partnerships with chains such as Matas, 7-Eleven, Lidl, Circle K, Shell, and Helsebiksen.

Product overview

Eace Gum is a Danish performance nutrition company offering a portfolio of functional supplement products in convenient chewable, gummy, and drinkable formats. The core product line includes Vitamin Boost, Energy, Beauty, White, Defence, and Healthy Teeth gums (Gum+ line), Electro Chew Tabs+, Creatine Gummies (Gummies+), and ready-to-drink Shot+ Collagen. Additional performance products include Creatine Powder+ sticks, Electrolytes Powder+, Endurance Gel+, and Pre-Workout Gel+ (Gel+). The portfolio also includes The Holger Rune Pack bundle featuring a collaboration with professional tennis player Holger Rune. Products are formulated with scientifically-supported ingredients and emphasize effortless formats for serious performance, sold across 14 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Holger Rune Collection: A product collection designed in collaboration with professional tennis player Holger Rune, featuring Creatine Gummies and Collagen Shots.

Products and services

• Vitamin Boost (Gum+) A multivitamin chewing gum containing 10 essential vitamins (C, D, E, K, B1, B3, B6, B7, B9, B12), with each piece providing 25% of recommended daily intake. Made in Denmark for daily supplementation without swallowing pills.
• Energy (Gum+) Caffeine-infused sugar-free chewing gum with 50mg caffeine per piece and B3, B6, B12 vitamins, designed for a fast, on-the-go energy boost for active consumers and busy professionals.
• Beauty (Gum+) Functional chewing gum enriched with hyaluronic acid, biotin, zinc, and vitamin C to support healthy skin, hair, and nails from within.
• White (Gum+) Sugar-free chewing gum with fluoride and calcium carbonate supporting tooth enamel health and helping to remove surface stains, in a menthol and peppermint flavor.
• Defence (Gum+) Immune-support chewing gum with vitamin C, zinc, and ginger extract in lemon and ginger flavor for daily immune system support.
• Healthy Teeth (Gum+) Chewing gum with fluoride and green tea extract for fresh breath and tooth enamel support throughout the day.
• Electro (Chew Tabs+) Fast-dissolving chewable electrolyte tablets in Salty Pineapple and Salty Passionfruit flavors that restore sodium, potassium, magnesium, chloride, and calcium without water.
• Creatine Gummies (Gummies+) Creatine monohydrate gummies co-developed with Holger Rune, in Green Apple and Raspberry flavors, with 6.8g creatine per bag and no mixing or shakers required.
• Creatine Powder+ (Powder+) Ready-to-use creatine monohydrate powder sticks with 4g per serving in White Peach flavor, eliminating the need for tubs or scoops.
• Shot+ Collagen Ready-to-drink daily collagen shot with 12,000mg hydrolyzed collagen plus turmeric, hyaluronic acid, MSM, chondroitin, vitamin C, D3, magnesium, and selenium, in Natural Berry flavor.
• Electrolytes Powder+ (Powder+) Electrolyte powder sticks delivering 5 essential electrolytes (sodium, potassium, magnesium, chloride, calcium) in Red Berry flavor.
• Endurance Gel+ (Gel+) Ready-to-use endurance energy gel with 25g of dual carbohydrates and electrolytes in Elderflower flavor for sustained performance.
• Pre-Workout Gel+ (Gel+) Pre-workout performance gel with 100mg caffeine, L-Arginine, Beta-Alanine, and electrolytes in Berry Blast flavor.
• The Holger Rune Pack (Bundle) Complete performance bundle designed with Holger Rune containing 30 Shot+ Collagen, 30 Creatine Gummies Raspberry packs, and 30 Creatine Gummies Green Apple packs, sold as a single bundle SKU.

Quantifiable outcome

• More than 10 million products sold
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Holger RunecoreStrategic or Co-development PartnerProfessional tennis player and Holger Rune collaborated with Eace to develop the Holger Rune Collection, which includes Creatine Gummies and Shot+ Collagen products. The partnership is central to Eace's brand positioning around performance nutrition. Holger Rune was already using Eace products before the formal collaboration. Products in this collection are being submitted for Informed Sport certification. The collaboration is marketed with the tagline 'Performance is hard. Nutrition shouldn't be.'
• Informed SportminorOthersThird-party certification program for sports supplements. Eace is beginning the Informed Sport approval process for products in the Holger Rune Collection to ensure they meet standards expected by athletes at the highest competitive level.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Perfetti Van Melle: Major global confectionery and chewing gum manufacturer (Mentos, Airheads, Chupa Chups). Relevant as a European-headquartered incumbent in the same gum category as Eace, with established retail distribution across Eace's geographies.
• Mondelez International: Global snacking and confectionery conglomerate with gum and functional-snack exposure (Trident, Stimorol). Comparable as a broad incumbent with the scale to enter or expand functional-gum formats, threatening Eace's positioning.
• Hershey: Diversified confectionery and snacking incumbent. Comparable as a broader portfolio CPG player with the distribution and brand-building resources to enter or expand in functional confectionery and supplement-adjacent formats.
• Mars Wrigley: Global confectionery and chewing gum giant (Extra, Orbit, 5 Gum). Represents the dominant incumbent in the broader gum category that Eace competes within; possesses vastly superior distribution, marketing budgets, and retailer leverage.

Emerging players

• Ritual: DTC multivitamin and supplement subscription brand focused on clean-label transparency and EU/US production. Comparable to Eace on subscription model, transparency narrative, and wellness-positioned supplements, though pill-based.
• Athletic Greens (AG1): Premium daily supplement brand (greens powder) with strong DTC and subscription mechanics. Comparable to Eace on subscription-driven supplement positioning and premium pricing, though in a different delivery format.

Direct peers

• Run Gum: Caffeine gum marketed to runners and endurance athletes. Comparable to Eace's Endurance Gel+ and Pre-Workout Gel+ across the performance-nutrition, athlete-targeting, and alternative-format dimensions.
• NeuroGum: Direct competitor producing functional chewing gum infused with caffeine and L-theanine for focus and energy. Competes head-to-head with Eace's Energy Gum+ and Vitamin Boost Gum+ in the same format, same channels, and same target consumer.
• Brain Gum: Functional gum brand positioned around nootropics and cognitive performance. Closely comparable to Eace in product format (gum delivery), category (functional supplements), and audience (wellness-oriented consumers).
• Viter Energy: Caffeine-infused energy gum sold through convenience, grocery, and DTC channels. Directly comparable to Eace's Energy Gum+ offering with similar format, retail positioning, and target use case (on-the-go energy).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCwUxUWPhraTH1i-4VuXW_Ew/videos
• Facebookfacebook.com/eacegum
• Instagraminstagram.com/eace_essentials
• TikToktiktok.com/@eace_essentials
• LinkedInlinkedin.com/company/eace-gum

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Eace Gum