Russian tennis star Maria Sharapova recently launched a new premium gummy candy line, "Sugarpova", at high-end retailer Henri Bendel in New York City on August 20.

The Sugarpova line features a dozen different candies, from lip-shaped gummies to tennis ball-shaped gumballs, and even those that come in the shape of tiny handbags, sunglasses and shoes.

This brainchild of Sharapova's began two years ago. She reportedly told USA Today that while conducting some casual research on her love of gummy candies, she realised that there was a lack of brand awareness and identification.

The launch of the new brand comes two weeks before the US Open begins in New York.

This is the tennis star's first foray into a business venture, and she said that she has had in the business "from start to finish".

Other than the Fifth Avenue retailer Henri Bendel, the collection will also be sold internationally through Rubin's It'sugar's and online at sugarpova.com.

Part of the proceeds will go to the Maria Sharapova foundation dedicated to helping children around the world.

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