Lebanese company Chew Care enters FMCG market with Goom! — energy and focus in a portable chewing-gum format.
BEIRUT, Lebanon — Chew Care, a Lebanese functional consumer brand, has launched Goom!, positioning it as the Middle East’s first dedicated functional gum brand and introducing a new format for consumers seeking convenient energy and focus.
Unlike conventional chewing gum, Goom! is formulated around functionality. Each piece contains 50 mg of caffeine from guarana, 50 mg of L-theanine, 25 mg of ginseng, alongside selected vitamins, packaged in a portable ten-piece pouch.
Founded by Lebanese entrepreneur Sadecc Choucaire, Chew Care was built around a simple premise: functionality.
“We needed a modern, faster way to consume supplements,” says Choucaire.
Goom! is targeting consumers across work, study, fitness, gaming, driving and other occasions where sustained attention and energy are valued.
Chew Care sees Lebanon as the starting point for a broader regional strategy, with future expansion aimed at markets including the UAE, Saudi Arabia and the wider GCC.