For release on JUNE 9, 2025, 4pm BST / 5pm CET / 11pm SGT / 8am PT
HAMBURG, Germany – Razer™, the world's leading lifestyle brand for gamers, and Mars, the global leader in snacking, today 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 is committed to a gamer-first approach and has actively involved the gaming community throughout the product development process to ensure that every aspect, from ingredients to packaging, meets their needs and preferences. 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,” said Min-Liang Tan, Co-Founder and CEO of Razer. “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.”
RESPAWN’s product lineup includes two categories: gum and mints, featuring deliciously bold flavors to immerse gamers in the heat of battle or offer 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,” said Gülen Bengi, Lead Chief Marketing Officer, Mars and Chief Growth Officer, Mars Snacking. “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.”
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.
For more information on RESPAWN by Razer, visit respawnbyrazer.com or follow us on Instagram and TikTok.
ABOUT RAZER
Razer™ is the world’s leading lifestyle brand made For Gamers. By Gamers™. The triple-headed snake trademark of Razer is one of the most recognized logos in the global gaming and esports communities. With a fan base that spans every continent, Razer has designed and built the world’s largest gamer-focused ecosystem of hardware, software and services.
Razer’s award-winning hardware includes high-performance gaming peripherals and Blade gaming laptops. Razer’s software suite, which consists of Razer Chroma RGB, Razer Synapse and more, boasts over 250 million users, offering customization, lighting effects and optimization. Razer also offers payment services for gamers, youth, millennials and Gen Z, through Razer Gold, one of the world’s largest game payment services to over 68,000 games and Razer Silver, the accompanying rewards program.
Razer is committed towards a sustainable future and is taking responsibility through its #GoGreenWithRazer movement – a 10-year roadmap that aims to minimize environmental impact through various initiatives.
Founded in 2005, Razer is dual headquartered in Irvine, California and Singapore, with regional headquarters in Hamburg and Shanghai, and 19 offices worldwide. Razer will be celebrating its 20th anniversary in 2025 with a slew of brand activations. Find out more here at https://rzr.to/20anni.
ABOUT MARS, INCORPORATED
Mars, Incorporated is driven by the belief that the world we want tomorrow starts with how we do business today. As a $50bn+ family-owned business, our diverse and expanding portfolio of leading pet care products and veterinary services support pets all around the world and our quality snacking and food products delight millions of people every day. We produce some of the world's best-loved brands including ROYAL CANIN®, PEDIGREE®, WHISKAS®, CESAR®, DOVE®, EXTRA®, M&M's®, SNICKERS® and BEN'S ORIGINAL™. Our international networks of pet hospitals, including BANFIELD™, BLUEPEARL™, VCA™ and ANICURA™ span preventive, general, specialty, and emergency veterinary care, and our global veterinary diagnostics business ANTECH® offers breakthrough capabilities in pet diagnostics. The Mars Five Principles—Quality, Responsibility, Mutuality, Efficiency and Freedom—inspire our 150,000 Associates to act every day to help create a better world for people, pets and the planet.
For more information about Mars, please visit www.mars.com. Join us on Facebook, Instagram, LinkedIn and YouTube.
PRESS CONTACTS
United Kingdom
Nick Haywood
Nick.Haywood@razer.com
Americas
Colby Hornick
Razer
Colby.Hornick@razer.com
Erin DeAngelo
Mars
Erin.DeAngelo@effem.com
Global
Roxanne Chan
Razer
roxanne.chan@razer.com
Callie Noakes
Mars
callie.noakes@effem.com
China
Evita Zhang
Razer
Evita.Zhang@razer.com
EMEA
Peter Meyenburg
Razer
Peter.Meyenburg@razer.com
Asia Pacific
John Chan
Razer
John.Chan@razer.com
Razer — For Gamers. By Gamers.™
press.razer.com
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