Move aside, Juicy Fruit and Doublemint — as well as Starbucks and Red Bull, for that matter. Mars Wrigley is offering consumers a new way to get a quick energy boost without the need for a cup or can. According to IRI data reported by Food Navigator-USA, U.S. gum sales fell by 4% in the first half of 2017. Although Wrigley holds a significant lead in the category with a 72% market share, IRI figures indicate that it is losing ground in the sugarless gum sector to competitors like Hershey and Concord Confections. This creates a clear incentive for Wrigley to launch innovative new products or revitalize existing ones.
The Alert brand targets busy adults in search of a portable caffeine solution. According to information on the brand’s dedicated website, “Alert Caffeine Gum is best chewed when you’re looking for a pick-me-up during your day, whether on your morning commute, to fight off an afternoon slump, before hitting the gym, or en route to meet friends.” The product is conveniently sized to fit in pockets and purses and can go “where caffeinated beverages cannot, providing a boost without cups, cans, or carbonation,” the website explains. Marketing materials and packaging clearly state that “Alert is intended for adults and is not suitable for children under 18, pregnant or nursing women, or individuals sensitive to caffeine.”
However, there are currently no regulations governing the distribution or sale of this gum to minors. Therefore, the potential health risks associated with overconsumption or misuse by younger consumers should raise concerns for both Mars Wrigley and other manufacturers contemplating caffeine-enhanced products. Additionally, the timing of this launch appears questionable, especially following the confectionery maker’s May announcement of health and wellness initiatives in partnership with the Partnership for a Healthier America.
Mars Wrigley claims to have conducted thorough research regarding the potential health implications. The brand’s website mentions that independent experts, including those from the Mayo Clinic, recommend a safe daily caffeine intake of 400mg for most adults. Each piece of Alert Caffeine Gum contains 40mg of caffeine, suggesting that consuming more than 10 pieces a day could lead to dangerously high levels of caffeine intake. For avid gum-chewers or children, this amount may seem alarmingly low.
Mars Wrigley must work diligently to inform consumers about the use and potential risks related to this new product. The company could benefit from investing significant marketing resources into a campaign that promotes awareness through offline and online advertising, in-store signage, and product packaging. Executives have expressed confidence in their efforts thus far. “We’ve put a tremendous amount of marketing energy into the product, along with a responsible message about caffeine consumption,” said Michelle Green, senior manager of global confectionery category and brand communications at Mars Wrigley, in an interview with Confectionery News.
It remains to be seen whether Mars Wrigley has a winner on their hands. Nevertheless, the reintroduction of Alert Caffeine Gum likely paves the way for other manufacturers to explore caffeine-enhanced products. Other smaller brands already available include Java Gum and Jolt Energy Gum and Energy Mints. Interestingly, as the market for enhanced products grows, it will be essential for companies to keep an eye on pricing trends, such as the calcium citrate malate price, as they navigate consumer preferences and health considerations.