- Functional gum brand that offers alternative to everyday energy and wellness products lands nationwide distribution with Tesco, Boots and Rontec
- Backed by £2m+ multi-channel advertising campaign
Life Loop, a new UK chewing gum brand, has launched with nationwide distribution in 2,500 Tesco, Boots and Rontec’s Shop ‘n Drive outlets for its four-SKU functional gum range.
The brand – a joint venture between DMGT’s dmg ventures and Alfred Franks & Bartlett Plc, a consumer product development business – is the first significant new entrant to the UK gum market in many years.
Life Loop’s product range is led by its Energy and Energy+ gums, alongside Wellness and Beauty*.
Its functional gums offer a rapid and sugar-free alternative to established energy and vitamin shots, drinks and supplements. Caffeine delivered via chewing gum is absorbed directly through the mouth, reaching the bloodstream within 5 to 10 minutes, compared with 30 to 45 minutes for coffee or energy drinks.¹
The launch is backed by a £2m+ multi-channel advertising campaign across dmg media’s consumer titles, which will run through the summer.
On May 7th, it will stage a takeover of Victoria Station in London, where it will hand out 50,000 samples to commuters. To coincide with the takeover, the Metro newspaper will carry a wrap-around Life Loop advert, and the brand will feature on 254 digital billboards around the capital.
At Sunday’s London Marathon, the company distributed 75,000 samples to runners and spectators, and it is planning further activities at the Love Saves the Day, Parklife and BST festivals.
Life Loop uses patented compressed gum technology that protects the active ingredients inside each piece until it is chewed.
Manuel Lopo de Carvalho, CEO dmg ventures, said: ‘Life Loop has an innovative approach and clear market position as a convenient and differentiated alternative within the chewing gum category.
“It has built strong early momentum, and with the backing of dmg ventures, Life Loop can significantly increase brand awareness and broaden its distribution.’
Shannon Butler, Head of Marketing and Operations at Life Loop, said: “Life Loop’s launch is long overdue as the chewing gum market has not seen a serious new challenger in years.
“We already have initial distribution agreements with Tesco, Boots and Rontec, and will be expanding to other retailers later in the year.
“Our vision is to give consumers a genuine alternative to their coffee, tea or energy drinks, and supplements, and we are investing at scale to shake up the category.”
¹ “Caffeine delivered via chewing gum is absorbed directly through the mouth, reaching the bloodstream significantly faster than caffeine from coffee or other beverages, which must pass through the digestive system.¹”
Kamimori, G.H. et al. (2002). International Journal of Pharmaceutics, 234, 159–167
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