Daryl Leigh has set up Berkshire-based Sweet Stimulation to market Xstals - packs of 25 energy-packed sweets which are rolling out to branches of WHSmith Travel, Moto service stations and independent stores now.
Priced at 99p, sachet-style packs contain red and blue tablets said to deliver a “unique system of controlled energy release”.
Developed in Switzerland for energy-sapped snowboarders, the sweets, containing caffeine and guarana, are manufactured by Confunctionery.
The brand name Xstals was inspired by the scientific shorthand for ‘crystals’.
Leigh, who helped develop the brand and owns the UK rights, said: “There was no point in taking on the big suppliers in the mouth freshening or cough and cold (sweets) arena so I was looking for something different. Xstals are an extension of energy drinks.”
Leigh has also secured distribution deals with P&H and Key Lekkerland.