Step aside, Juicy Fruit and Doublemint — not to mention Starbucks and Red Bull. Mars Wrigley is offering consumers a new way to enjoy a quick energy boost without the need for a cup or can. According to IRI data shared by Food Navigator-USA, U.S. gum sales experienced a 4% decline in the first half of 2017. While Wrigley holds a commanding position in the market with a 72% share, the data indicates a loss in market share in the sugar-free segment to competitors like Hershey and Concord Confections. As such, it’s understandable that Wrigley would seek to innovate or refresh its product line.
Alert is aimed at busy adults seeking a portable source of caffeine. The brand’s website states, “Alert Caffeine Gum is ideal for a quick pick-me-up during your day, whether on your morning commute, tackling an afternoon slump, gearing up for the gym, or heading out to meet friends.” This gum conveniently fits in pockets and purses, allowing it to go “where caffeinated drinks cannot, delivering a boost without cups, cans, or carbonation,” according to the site. Marketing materials and packaging clearly specify that “Alert is intended for adults and is not suitable for children under 18, pregnant or nursing women, or those sensitive to caffeine.” However, there are currently no regulations in place to prevent the gum’s distribution or sale to minors, raising concerns about potential health risks from overconsumption or misuse by younger individuals. This should be a significant concern for both Mars Wrigley and other brands considering caffeine-infused products.
Moreover, the timing of this launch seems questionable, particularly after the confectionery company announced health and wellness initiatives in May in partnership with the Partnership for a Healthier America. The company assures consumers that it has thoroughly researched health risks associated with the product. The brand’s website notes that independent experts, including the Mayo Clinic, recommend a daily caffeine intake of up to 400mg as safe for most adults. With each piece of Alert Caffeine Gum containing 40mg of caffeine, chewing more than 10 pieces a day could lead to potentially harmful consumption levels, which might not seem like much for heavy gum chewers or children.
Mars Wrigley has a significant task ahead to educate consumers about the proper use and potential risks of this new product. The company should invest heavily in a marketing campaign that spreads awareness through both offline and online channels, including advertising, promotions, in-store displays, and product packaging. Company executives believe they are already making strides in this area. “We’ve dedicated considerable marketing resources to the product while also promoting a responsible message regarding caffeine consumption,” stated 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 or a flop on its hands. Nonetheless, the reintroduction of Alert Caffeine Gum is likely to inspire other manufacturers to explore their own caffeine-infused products. Smaller brands like Java Gum and Jolt Energy Gum, as well as Energy Mints, are already available in the market. Additionally, consumers looking for alternative sources of energy might also consider products like calcium citrate from Walmart, which could complement their caffeine intake. As the market evolves, it will be interesting to see how the landscape of energy-enhanced products develops.