Razer, the world’s leading lifestyle brand for gamers, and Mars, the global leader in snacking, have announced the next evolution of their partnership, RESPAWN by Razer, rooted in their shared commitment to creating snacks designed specifically for gamers by gamers.
Originally conceived as an April Fool’s Day joke, RESPAWN was launched by Razer as a pilot project that quickly gained popularity with its innovative mental performance drink mix line. Following this success, Razer collaborated with Mars to tap into their snacking expertise and launch a second pilot product with their 5 Gum brand—RESPAWN by Razer became the first-ever gum for gamers, enriched with B vitamins and green tea extract.
Due to overwhelmingly positive feedback from consumers and gamers, Razer and Mars have now announced an official joint venture, expanding beyond a test-and-learn to develop a full portfolio of snack products made for gamers by gamers. This unprecedented partnership between two industry giants marks the first joint venture of its kind for both companies and represents a novel approach to collaboration in the food industry, where major brands from different sectors unite to better serve their customers and redefine how performance and lifestyle intersect in gaming.
RESPAWN has taken a gamer-first approach by actively involving the gaming community throughout the product development process to ensure that they meet gamers’ needs and preferences in every aspect, from ingredients to packaging. With bold flavors and a brand ethos rooted in immersion, energy, and edginess, RESPAWN aims to be a gamer lifestyle essential, and not just a convenience, to the millions in the gaming community.
“RESPAWN represents a strategic evolution in the expansion of Razer’s mission to serve the global gaming community through bold, cross-industry innovations, Our collaboration with Mars extends our gamer-centric ecosystem into the world of snacks. RESPAWN is a platform designed to redefine how gamers fuel their play, with snacks purposefully crafted to match the energy, focus, and intensity of modern gameplay. Together, we’re building a category-defining brand that meets the evolving needs of millions of passionate and dynamic gamers around the world.”
– Min-Liang Tan, co-founder and CEO of Razer.
RESPAWN’s product lineup includes two categories: gum and mints, featuring deliciously bold flavors to immerse gamers in the heat of battle or smooth, mellow flavors for late-night gaming sessions.
“By formalizing our partnership with Razer, we are not just launching new snacks—we are unlocking an entirely new way of innovating. RESPAWN is built by gamers, for gamers. This is what it means to be truly consumer-obsessed. By focusing our snack-making expertise with Razer’s deep roots in gaming culture, we have co-created RESPAWN, which is a brand born from community insight, designed for specific moments and needs during gaming. It is a bold step in redefining brand building—where fans are not just the audience, they are co-creators. Together with Razer, we are excited to scale RESPAWN into the world’s most loved gaming snack brand.”
– Gülen Bengi, Lead Chief Marketing Officer, Mars and Chief Growth Officer, Mars Snacking.
RESPAWN’s future portfolio will include a diverse range of snacks co-created with gamers to enhance every gaming moment. Products are available now at select retailers in the US and China.