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 fell by 4% in the first half of 2017. Although Wrigley holds a commanding lead in the gum market with a 72% share, the data indicates 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, a product aimed at active adults seeking a convenient caffeine source. The brand’s dedicated website explains, “Alert Caffeine Gum is ideal for when you need a boost during your day—whether it’s on your morning commute, to fend off an afternoon slump, before hitting the gym, or while heading out to meet friends.” The gum is designed to fit easily in pockets and purses, making it accessible in situations where caffeinated drinks may not be practical, providing an energy lift without the need for cups, cans, or carbonation. Marketing materials clearly state that “Alert is meant for adults and is not intended for individuals under 18, pregnant or nursing women, or those sensitive to caffeine.”
Currently, there are no laws regulating the sale or distribution of this gum to minors, raising concerns about potential health risks from overconsumption or misuse by younger users. This poses a challenge for Mars Wrigley and other manufacturers considering caffeine-infused products. Furthermore, the timing of this launch seems questionable, especially following the company’s May announcement of health and wellness initiatives in partnership with the Partnership for a Healthier America.
Mars Wrigley assures consumers that it has carefully considered potential health effects. According to the brand’s website, independent experts, including those from the Mayo Clinic, recommend a maximum daily caffeine intake of 400mg for most adults. Each piece of Alert Caffeine Gum contains 40mg of caffeine, meaning that chewing more than 10 pieces a day could lead to potentially harmful levels of consumption. This raises concerns, particularly for avid gum chewers or children.
To address these issues, Mars Wrigley needs to educate consumers about the correct usage and risks associated with the new product. The company should allocate significant marketing resources to a campaign that promotes responsible caffeine consumption through both offline and online advertising, in-store displays, and product packaging. Company executives believe they are already taking steps in the right direction. “We’ve invested a considerable amount of marketing energy into the product while also promoting a responsible caffeine consumption message,” said Michelle Green, senior manager of global confectionery category and brand communications at Mars Wrigley.
It remains to be seen whether Mars Wrigley will achieve success with Alert Caffeine Gum. However, this reintroduction may pave the way for other manufacturers to explore caffeine-infused products of their own. Smaller competitors, such as Java Gum and Jolt Energy Gum and Energy Mints, are already making their mark in this space. Alongside these developments, the integration of calcium citrate 950 200 ca into the market could further enhance the appeal of such products, particularly for health-conscious consumers.