Blake Settle, a type-1 diabetic patient, wanted an energy shot to help study for his final exams at Texas University in 2019. Everyone else was drinking Red Bull, but Blake hated the taste of the no-sugar versions – and couldn’t drink the sugar-loaded straight red can. It turned out to be a light bulb moment. After a huge effort – and expense – on Research & Development, he came up with a formula, which he used to launch Rev Gum. The gum contains less than two calories per piece and delivers 100 milligrams of caffeine — the same amount of energy as a cup of coffee. It comes in six-piece packs in peppermint and spearmint flavours, with a suggested retail price of $2.99. Within two years, the gum was sold at 250 stores in Texas, Arkansas, Oklahoma and Alabama. Then, in September 2023, Blake secured a $6 million investment to back the full national launch of Rev Gum. Could the idea work in the UK? The only downside for a UK launch is the gum market dominance of Wrigley. It has a 94% market share.
