NEW YORK -- PUREBRANDS LLC, a holding company that creates, acquires and markets proprietary and differentiated consumer products, is launching a new energy delivery system named Sheets energy strips. The co-founders, LeBron James and brand builders Warren Struhl, Jesse Itzler and Maverick Carter, are tapping into the emerging dissolvable strip market starting with Sheets energy strips, the company reported.

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

Sheets paper-thin dissolvable strips are placed on your tongue, begin to dissolve instantly and are easily swallowed and digested delivering hours of energy, according to the company. Sheets have no calories, no carbohydrates, no sugar and require no water. One serving contains caffeine comparable to a cup of the leading premium coffee, as well as vitamins B and E.

Sheets uses proprietary technology that provides a breakthrough delivery system and each Sheet is individually wrapped in a thin and convenient pouch giving consumers the option to carry Sheets in their wallet or pocket, the company reported.

The launch of Sheets will be supported initially by a $10 million marketing campaign leveraging athlete and celebrity involvement by co-founder LeBron James and partners Amar'e Stoudemire, Drake, Ray Rice and others. The campaign will incorporate social media, traditional advertising and massive sampling programs.

Also, Sheets is partnering with international recording artist Pitbull. A 10 count is available for a manufacturer's suggested retail price of $5.95 or a 4 count of $2.95, and will begin shipping in June.