Razer have announced a partnership with and Mars, the global leader in snacking, to enhance their gamer-focused snack line, Respawn by Razer. The collaboration seeks to develop a wider range of snacks specifically for gamers.

Respawn was initially launched as a pilot project, starting with a mental performance drink mix.

It later introduced gum enriched with B vitamins and green tea extract, developed in collaboration with Mars’ 5 Gum brand. The favorable feedback from consumers encouraged both companies to establish a joint venture.

This created a unique alliance between a gaming brand and a global snack company.

Respawn products are currently available at select retailers in the United States and China.

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🔗 Source: Razer

🧠 Food for thought

1️⃣ Gaming’s health paradox drives new product opportunities

Research shows that over half of US gamers are actively seeking healthier snack alternatives, signaling a significant shift in the traditionally junk food-dominated gaming market 1.

This health-conscious trend challenges the stereotype of gamers subsisting on energy drinks and chips, creating a market gap that brands like RESPAWN and Myna Snacks are racing to fill with products designed specifically for gaming sessions.

Myna Snacks’ market research revealed gamers want clean-ingredient options that support focus and energy without compromising health, influencing their development of non-GMO, gluten-free products 2.

The timing of Razer and Mars’ partnership aligns with this documented shift, as they’re introducing B vitamin-enriched gum and other performance-oriented snacks rather than purely indulgent options.

This evolution reflects broader changes in gaming culture, where the $500 billion snack industry is beginning to view the $25 billion gaming sector as a gateway to reaching health-conscious digital consumers 2.

2️⃣ Consumer co-creation emerges as the new product development paradigm

Respawn’s approach of involving gamers throughout the product development process represents a significant shift from traditional top-down innovation methods in the food industry.

Mars executive Gülen Bengi explicitly described this as “redefining brand building, where fans are not just the audience, they are co-creators,” highlighting how consumer participation has become central to their strategy 3.

This collaborative approach follows documented research initiatives like the University of Vaasa’s project exploring links between gaming and snacking, which emphasizes consumer participation to create products with greater market relevance 4.

Similar consumer-centric development has proven successful with Myna Snacks, which built its business model around direct feedback from gamers about preferences for non-messy, focus-enhancing snacks that won’t interrupt gameplay 2.

The gaming community’s deep engagement makes it particularly well-suited for co-creation, as gamers have demonstrated willingness to provide detailed feedback on products designed specifically for their needs and preferences.

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