Holger Rune joins Danish brand EACE for a new chapter in performance nutrition

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From functional chewing gum to a complete performance nutrition range. Danish brand EACE is taking its biggest step yet, expanding its offering with two new products while joining forces with tennis star Holger Rune.

The new collection includes a ready-to-drink collagen shot and creatine gummies, launching ahead of Holger Rune’s return to the ATP Tour following a lengthy injury period. But for EACE, this launch is about more than new products. It marks the company’s ambition to evolve from a brand known for functional chewing gum into a broader player within performance nutrition.

At dontt.dk, we have followed EACE since its early days. For this launch, we spoke with CEO and co-founder Asbjørn Dencker about the company’s evolution, ambitions and the story behind its partnership with one of Denmark’s most prominent sporting figures.

“We discovered that Holger was already using our energy chewing gum before we ever approached him”

From left: Asbjørn Dencker, CEO & co-founder of EACE, Holger Rune,
and Ziggi Harttung, CMO & co-founder of EACE.

Asbjørn, before we get to Holger Rune, let’s start with EACE. You have been known for chewing gum, but now you are launching several new products. What is behind that decision?

“It has actually been a very natural transition from our functional chewing gum into other performance nutrition products. Our Energy Gum in particular is used by many athletes, including Holger, so moving in this direction felt like a natural next step.

Performance nutrition is a category that is growing rapidly, but we felt there was a lack of transparency. It is almost impossible to find out where many performance nutrition products are actually produced. At the same time, we felt the category lacked convenience. A lot of it is still built around large tubs on the kitchen counter, primarily targeting bodybuilders.

So, in short, we saw an opportunity to contribute with more transparency and create products that are easier to use and appeal more to the modern consumer.

EACE started with a very specific idea: creating a vitamin-infused chewing gum after my mother struggled to swallow pills. We wanted to find a smarter way to deliver nutrients than through traditional tablets. From the beginning, our mission has been to make nutrition easier. Even our name comes from that idea, ‘easy’.

It should be simple. Today, you can actually fit all of our performance products in your pocket.

That is why it makes sense for us to continue building in this direction, and we will be launching more products over time.”

“Our mantra is: ‘Performance is hard. Nutrition shouldn’t be’”

Holger Rune on the collaboration:

“The collaboration with EACE felt very natural to me. I was already using their products, and for me it is essential to work with people who are just as dedicated and passionate about what they do as I am.

Everything needs to be well thought through and make sense.”

Who are these products made for?

“I actually think it is very much the dontt reader. The active and modern consumer. People who care about themselves and want to become the best version of themselves. Especially those looking to perform a little better in their everyday lives.

EACE is also for people who want products they know the origin of, products they can trust, and products that deliver on their promises.”

Looking ahead, what do you hope people will associate EACE with, now that you are no longer focused on just one product category?

“Our mantra is: ‘Performance is hard. Nutrition shouldn’t be.’

Performing is hard, whether it is at work, in the gym or somewhere completely different. That is the part we cannot make easier.

What we can do is make nutrition as simple as possible. That has been our mission from the beginning, and it does not change just because we are expanding into more product categories.

We will continue to develop products that are easy to carry, easy to use and easy to fit into a busy everyday life. That remains the core of EACE.”

“Our ambitions are significant, both in Denmark and internationally”

How did the collaboration with Holger Rune come about?

“We actually discovered that Holger was already using our energy chewing gum.

So we sent him a classic Instagram DM and asked if we could send him some more products.

In the package, we also included a pitch with a few ideas for a potential collaboration. We followed up afterwards, which led to our first meeting.

We quickly agreed on the direction, and a few months later, the partnership was in place.”

What are the ambitions for the collaboration?

“The ambitions are big, both nationally and internationally. We see this collaboration as a manifestation of EACE truly entering the performance nutrition space. It is going to be a very exciting journey.”