Liquid Core Gum Company has unveiled EDGE, a new addition to its functional gum portfolio in sustainable packaging solutions.
The EDGE packaging format utilises sustainable cardboard tubes, similar to the “slim-can design” used by energy drinks.
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Each piece of gum is individually flow-wrapped to ensure stability, freshness, and portability.
Liquid Core founder and CEO Troy Widgery said: “Red Bull started the revolution of the functional beverage sector with their slim-can design which became synonymous with energy drinks in the mind of the consumer.
“Nearly 20 years ago we set out on this functional gum journey and now that the market and consumer are finally ready, we couldn’t think of a better way to launch EDGE than to package it in a format that is familiar to the energy consumer.”
The closable slim-can format is designed for convenience, fitting easily into gym bags, backpacks, or jackets while offering enhanced branding opportunities and space for consumer education.
“We decided to take the same approach with our packaging that we’ve been taking with our Liquid Core delivery system. It needed to be unique and a category game changer,” Widgery added.
Liquid Core has positioned the EDGE brand to stand out from the traditional gum and sweet aisles, targeting areas frequented by energy and health-conscious shoppers.
The company has also developed unique point-of-sale countertop display racks for the EDGE range.
The initial EDGE lineup includes four performance formulations, including EDGE Extreme, EDGE Java, and EDGE Energy in three flavours, all of which are packaged in EDGE Tubes.
The line also includes three wellness formulations, including EDGE Pro with Probiotics, EDGE Health, and EDGE Lean with a thermogenic formula.
