Move aside, Juicy Fruit and Doublemint — as well as Starbucks and Red Bull for that matter. Mars Wrigley is now offering consumers a new option for 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 dropped by 4% in the first half of 2017. While Wrigley holds a commanding 72% share of the gum market, IRI data indicates that it is losing ground in the sugarless gum segment to competitors like Hershey and Concord Confections. This decline underscores Wrigley’s need to innovate or rejuvenate its product offerings.
The new Alert Caffeine Gum is aimed at busy adults seeking a portable source of caffeine. The brand’s dedicated website states, “Alert Caffeine Gum is best chewed when you need a pick-me-up during your day, whether that’s on your morning commute, to fight off an afternoon slump, before hitting 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,” as highlighted on the website. Marketing materials clearly note that “Alert is intended for adult use and is not suitable for children under 18, pregnant or nursing women, or individuals sensitive to caffeine.”
However, there are currently no laws regulating the sale or distribution of this gum to minors, raising concerns about the potential health risks from overconsumption or misuse among younger users. This issue is something that both Mars Wrigley and other manufacturers of caffeine-infused products should take seriously. Additionally, the timing of the launch raises eyebrows, particularly following the company’s May announcement regarding health and well-being initiatives in partnership with the Partnership for a Healthier America.
The company claims to have thoroughly researched the health implications. According to information on the brand’s website, independent experts, including those from the Mayo Clinic, 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 lead to potentially hazardous levels of caffeine intake. For avid gum chewers or younger consumers, this doesn’t seem like a significant amount.
Mars Wrigley faces the challenge of educating consumers about the appropriate usage and potential risks associated with this new product. The company should invest heavily in a marketing campaign to spread awareness through both offline and online advertising, promotions, in-store displays, and product packaging.
Company executives believe they are already fulfilling their responsibilities. “We’ve dedicated a substantial amount of marketing energy to the product, while also promoting a responsible message regarding 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 winning product on its hands. Nevertheless, the reintroduction of Alert Caffeine Gum could pave the way for other manufacturers to explore their own caffeine-enhanced offerings. Smaller competitors like Java Gum and Jolt Energy Gum, along with Energy Mints, are already established in this market.
Moreover, it is worth noting that Alert Caffeine Gum is kosher and contains calcium citrate, making it an appealing choice for health-conscious consumers. The inclusion of kosher calcium citrate not only enhances the product’s appeal but also aligns with the growing demand for health-oriented snacks. As the market evolves, it will be interesting to see how consumers respond to the new gum, especially with its unique attributes and health considerations in mind.