Move aside, 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 dropped by 4% in the first half of 2017. Despite Wrigley holding a substantial 72% share of the market, IRI data indicates that it is losing ground in the sugarless gum segment to competitors like Hershey and Concord Confections. This trend likely prompted Wrigley to innovate with new products or refresh existing ones.
Enter Alert, which targets busy adults searching for a portable caffeine solution. The brand’s website notes, “Alert Caffeine Gum is ideal for when you need a pick-me-up during your day, whether on your morning commute, fighting off an afternoon slump, before heading to the gym, or while meeting friends.” The product conveniently fits in pockets and purses, allowing users to enjoy a caffeine boost without the need for cups, cans, or carbonation. However, the website emphasizes that “Alert is intended for adults and is not suitable for children under 18, pregnant or nursing women, or those sensitive to caffeine.”
Currently, there are no regulations in place governing the sale or distribution of this gum to minors. This raises concerns about potential health risks from overconsumption or misuse by younger individuals, a matter that should worry both Mars Wrigley and other producers of caffeine-infused products. Furthermore, the timing of this launch seems questionable, especially following the company’s May announcement regarding health and wellness initiatives in partnership with the Partnership for a Healthier America.
Mars Wrigley asserts that they have thoroughly investigated potential health risks. Their website cites independent experts, including the Mayo Clinic, who suggest that a daily caffeine intake of up to 400mg is safe for most adults. With each piece of Alert Caffeine Gum containing 40mg of caffeine, consuming more than 10 pieces a day could reach unsafe consumption levels. For enthusiastic gum chewers or children, this threshold might not seem significant.
To mitigate risks and educate consumers about the new product’s usage and potential dangers, Mars Wrigley must invest heavily in a marketing campaign that spreads awareness through both online and offline channels, as well as in-store signage and product packaging. Company executives believe they are already making an effort. “We’ve invested a considerable amount of marketing energy into the product while also promoting responsible 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 with Alert Caffeine Gum. Nonetheless, its reintroduction may pave the way for other manufacturers to explore caffeine-infused products. Smaller brands such as Java Gum and Jolt Energy Gum, as well as Energy Mints, are already on the market. Moreover, the popularity of products like rainbow light calcium citrate gummies highlights the growing trend for innovative, health-oriented options in the confectionery sector.