Energy products have not changed much in decades. You brew a coffee, crack open a can, or drink something heavy and wait for it to work. A new Lebanese company wants to shrink that whole routine down to a single piece of gum.
ChewCare S.A.R.L., a functional consumer-products company based in Beirut, is launching Goom, a caffeine-infused chewing gum built for people who want energy and focus without carrying a drink around. The company set an August 2026 launch and is starting in Lebanon before looking to the wider region.
What goes into a single piece of Goom
Each piece of Goom carries 50 mg of caffeine, 50 mg of L-theanine, 25 mg of ginseng root powder, and a set of selected B and D vitamins. The caffeine and L-theanine are paired on purpose, since L-theanine is meant to smooth out the lift caffeine gives rather than leave you jittery. The ginseng and vitamins round out the functional side of the formula.
A pouch holds 10 pieces of mint-flavoured gum. The idea is simple: take one piece and chew when you need a boost. The gum is vegan and halal, and ChewCare says it is made under internationally recognized food-safety systems.
The founder's hunt for a cleaner formula
Sadecc Choucaire, the founder of ChewCare, describes the company as a personal project before it was a business. He built it around the Chinese idea of Shi, the sense of momentum that appears when the right action is taken at the right moment.
Getting the product right took time. Choucaire tested formulations from several manufacturers and kept hitting the same wall: making an effective caffeine gum that tasted good and skipped aspartame took patience and repeated refinement. That process, he says, shaped ChewCare into a brand that did not want to trade off function, quality, taste, or design.
Built for pockets, not counters
Goom is aimed at professionals, students, athletes, gamers, drivers, and anyone who needs energy in a moment where making coffee or drinking an energy drink is awkward. The pitch is portability and speed.
"Energy products have remained almost unchanged for decades," Choucaire said. "You either wait to brew coffee, carry a can, or drink something that feels heavy. We wanted to create a format that fits in your pocket, is easy to use, and matches the speed of modern life."
A gum tied to a movement habit
Goom is linked to a wider idea ChewCare calls Get Up Moving, which nudges users to pair the energy boost with short bursts of daily movement. A QR code on the packaging opens the GetUpMoving.com platform.
Where Goom lands first
Goom will roll out in Lebanon through the ChewCare website and a mix of gyms, sports communities, universities, convenience locations, and retail partners. The company has said it plans to move into Gulf and regional markets later.
Goom is the first product, not the last. ChewCare says it has a line of functional gums planned, spanning ingredients from collagen to creatine.
Learn more about ChewCare.
