Move aside, Juicy Fruit and Doublemint — and let’s not forget Starbucks and Red Bull. Mars Wrigley is offering consumers a new option to get a quick energy boost without needing a cup or a can. According to IRI data reported by Food Navigator-USA, gum sales in the U.S. dropped by 4% in the first half of 2017. While Wrigley holds a substantial lead in the category with a 72% market share, IRI data indicates that it is losing ground in the sugarless gum segment to competitors like Hershey and Concord Confections. It’s understandable that Wrigley would seek to innovate with new products or refresh existing ones.
The new product, Alert, specifically targets busy adults in need of a portable caffeine solution. The brand’s website states, “Alert Caffeine Gum is best chewed when you’re looking for a pick-me-up during your day, whether that’s on your morning commute, to combat an afternoon slump, before you hit the gym, or on your way to meet friends.” The gum conveniently fits in pockets and purses, allowing it to go “where caffeinated beverages cannot, providing a boost without cups, cans, or carbonation,” according to the site. Marketing materials explicitly note that “Alert is intended for adults and is not suitable for children under 18, pregnant or nursing women, or individuals sensitive to caffeine.”
However, it’s important to note that there are currently no laws regulating the sale of this gum to minors. This raises concerns about the potential health risks associated with overconsumption or misuse by younger individuals, which should be of interest to both Mars Wrigley and other companies contemplating caffeine-enhanced products. Moreover, the timing of this launch appears questionable, especially following the confectionery maker’s announcement in May about health and wellness initiatives in partnership with the Partnership for a Healthier America.
The company has assured consumers that it has taken care to assess potential health risks. The brand’s website cites independent experts, including those from the Mayo Clinic, who suggest that a daily caffeine intake of up to 400mg is safe for most adults. Since each piece of Alert Caffeine Gum contains 40mg of caffeine, this implies that consuming more than 10 pieces a day could lead to potentially harmful levels. For regular gum chewers or children, this may not seem like a large quantity.
Mars Wrigley faces the challenge of educating consumers about the appropriate use of this new product and its associated risks. The company should invest significant marketing resources into a campaign that raises awareness through both online and offline advertising, in-store displays, and product packaging. Company executives believe they are already making efforts in this regard. “We’ve put a tremendous amount of marketing energy into the product, but also into communicating 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 will achieve success with this product. Nevertheless, the return of Alert Caffeine Gum could pave the way for other manufacturers to explore their own caffeine-enhanced options. Smaller competitors already in the market include Java Gum and Jolt Energy Gum and Energy Mints.
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