New energy brand melts in your mouth

NEW YORK — "A new way to do energy" has hit the market.

Sheets — a brand co-developed by basketball star LeBron James, along with PureBrands CEO Warren Struhl and co-founders Jesse Itzler and Maverick Carter — are individually wrapped, paper-thin dissolving strips that tout the same amount of caffeine as a cup of premium coffee in one small strip, which is about 100 mg, without containing any sugar or calories, the company said.

To highlight the debut of the brand, the company has launched a YouTube channel that features videos starring James and Amar'e Stoudemire, as well as Facebook and Twitter pages, asking fans to "Take a Sheet." The launch of Sheets initially will be supported by a $10 million marketing campaign leveraging athlete and celebrity involvement.

“Taking a Sheet is part of my pre-game and halftime ritual,” LeBron James said. “I’ve tried tons of other products in the past and none compare. Sheets are a smart and convenient way to get energy.”

Sheets currently offers two varieties, Cinnamon Rush and Berry Blast, and is available for purchase online in four- and 10-packs for $2.95 and $5.95, respectively, with a foray into major retailers expected in the coming months.