Move over Juicy Fruit and Doublemint, as well as Starbucks and Red Bull. Mars Wrigley is offering consumers a new way to get a quick energy boost without needing 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. While Wrigley holds a commanding 72% market share in the category, IRI data indicates it is losing ground in the sugarless gum segment to competitors like Hershey and Concord Confections. Hence, it makes sense for Wrigley to launch innovative products or revitalize existing ones.
The newly introduced Alert Caffeine Gum targets busy adults seeking a convenient caffeine fix. The brand’s dedicated website states, “Alert Caffeine Gum is ideal for those moments when you need a boost, whether on your morning commute, to overcome an afternoon slump, before hitting the gym, or on your way to meet friends.” The product is easily portable, fitting into pockets and purses, and can provide a quick energy boost “where caffeinated beverages cannot, offering a lift without the need for cups, cans, or carbonation.”
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 governing the sale or distribution of this gum to minors. This raises concerns about the potential health risks associated with overconsumption or misuse by younger individuals, which should be a priority for Mars Wrigley and other manufacturers considering caffeine-infused products. The timing of this launch also seems questionable, especially following the company’s May announcement of health and well-being initiatives in partnership with the Partnership for a Healthier America.
Mars Wrigley reassures consumers that it has thoroughly researched the potential health risks. According to information on the brand’s website, independent experts, including the Mayo Clinic, suggest a safe daily caffeine intake of 400mg for most adults. Since each piece of Alert Caffeine Gum contains 40mg of caffeine, chewing more than 10 pieces a day could lead to dangerously high levels of consumption. For frequent gum chewers or children, this threshold doesn’t seem particularly high.
Mars Wrigley faces a significant challenge in educating consumers about the safe use and potential risks of this new product. The company should invest heavily in a marketing campaign to raise awareness through offline and online advertising, in-store signage, and product packaging. Executives have expressed confidence in their efforts. “We’ve dedicated a substantial amount of marketing energy to the product while also promoting responsible 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 successful product on its hands. Nevertheless, the reintroduction of Alert Caffeine Gum likely paves the way for other manufacturers to explore their own caffeine-enhanced products. Smaller competitors already present in the market include Java Gum, Jolt Energy Gum, and Energy Mints. Additionally, it may not be long before we see products like Citracal Petites with D3 being marketed alongside these innovative caffeine options, as the demand for functional and convenient products continues to grow.