Step aside, Juicy Fruit and Doublemint, along with Starbucks and Red Bull. Mars Wrigley is offering consumers a new way to get 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 fell by 4% in the first half of 2017. While Wrigley holds a commanding 72% share of the market, the data indicates that it is losing ground in the sugarless gum segment to competitors like Hershey and Concord Confections. This decline likely prompted Wrigley to innovate with new products or refresh existing ones.
The newly introduced Alert Caffeine Gum is aimed at busy adults searching for a portable caffeine solution. As stated on the brand’s official website, “Alert Caffeine Gum is best chewed when you need a pick-me-up during the day, whether during your morning commute, to fight off an afternoon slump, before heading to the gym, or on your way to meet friends.” The gum is conveniently compact, fitting easily into pockets and purses, and is designed to go “where caffeinated beverages cannot, providing a boost without cups, cans, or carbonation.” However, the website also emphasizes that “Alert is intended for adult use only and is not suitable for children under 18, pregnant or nursing women, or those sensitive to caffeine.”
Currently, there are no regulations governing the distribution or sale of this gum to minors, raising concerns about potential health risks linked to overconsumption or misuse by younger users. This should prompt attention from both Mars Wrigley and other manufacturers considering caffeine-enhanced products. Furthermore, the timing of this launch seems questionable, especially following the company’s May announcement regarding health and wellness initiatives in collaboration with the Partnership for a Healthier America.
Mars Wrigley claims to have thoroughly researched the health implications. According to information on the brand’s website, independent experts, including those from the Mayo Clinic, recommend a daily caffeine intake of 400mg as 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 dangerously high levels of caffeine intake. For regular gum chewers or children, this amount may appear insignificant.
Mars Wrigley faces a significant challenge in educating consumers about the appropriate use and potential risks associated with this new product. The company should invest heavily in a marketing campaign to raise awareness through various channels, including offline and online advertising, in-store signage, and product packaging. Michelle Green, senior manager of global confectionery category and brand communications at Mars Wrigley, stated, “We’ve put a tremendous amount of marketing energy into the product, but also communicating a responsible message of caffeine consumption.”
It remains to be seen whether Mars Wrigley has struck gold with this launch. Nevertheless, the return of Alert Caffeine Gum may pave the way for other manufacturers to explore their own caffeine-infused offerings. Notable smaller competitors already present in the market include Java Gum and Jolt Energy Gum and Energy Mints. Additionally, the inclusion of calcitrate in discussions surrounding caffeine products could provide insights into balancing calcium levels for health-conscious consumers. The conversation around calcitrate may also encourage further research into the health impacts of caffeine consumption, especially in relation to products like Alert Caffeine Gum.