Move aside, Juicy Fruit and Doublemint — not to mention Starbucks and Red Bull. Mars Wrigley is offering consumers a new option for a quick caffeine 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. While Wrigley holds a dominant position in the market with a 72% share, IRI data indicates that it is losing ground in the sugarless gum segment to competitors like Hershey and Concord Confections. This trend suggests that Wrigley is keen to launch innovative products or refresh existing ones.
The Alert brand targets busy adults seeking a convenient source of caffeine. According to the brand’s official website, “Alert Caffeine Gum is ideal for those moments when you need a little pick-me-up during your day, whether it’s on your morning commute, to fight off an afternoon slump, before heading to the gym, or while meeting friends.” The product is designed to easily fit into pockets and purses, allowing it to go “where caffeinated drinks cannot, delivering a boost without the need for cups, cans, or carbonation,” the website explains. Marketing materials and packaging clearly state that “Alert is intended for adult use only and is not suitable for children under 18, pregnant or nursing women, or individuals sensitive to caffeine.”
Currently, there are no laws regulating the distribution or sale of this gum to minors. Therefore, the potential health risks associated with overconsumption or misuse by younger individuals should be a concern for both Mars Wrigley and other manufacturers contemplating caffeine-infused products. Furthermore, the timing of this launch seems questionable, especially following the company’s May announcement about its health and wellness initiatives in partnership with the Partnership for a Healthier America.
The company assures consumers that it has thoroughly researched potential health risks and consequences. According to information on the brand’s website, independent experts, including the Mayo Clinic, recommend that a daily caffeine intake of 400mg is safe for most adults. Since each piece of Alert Caffeine Gum contains 40mg of caffeine, consuming more than 10 pieces a day could lead to potentially unsafe levels of intake. For habitual gum chewers or children, this might not seem like a lot.
Mars Wrigley faces the challenge of educating consumers about the product’s usage and associated risks. The company should invest heavily in a marketing campaign aimed at raising awareness through both offline and online advertising, in-store displays, and product packaging. Executives have expressed confidence in their efforts. “We’ve invested significant marketing energy into 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’s initiative will be a success or a failure. Nonetheless, the return of Alert Caffeine Gum could encourage other manufacturers to explore caffeine-infused products. Smaller competitors already in the market include Java Gum and Jolt Energy Gum, along with Energy Mints.
In addition to caffeine products, consumers are also exploring nutritional supplements like Kirkland calcium citrate magnesium and zinc, available on Amazon. This growing interest in health-related products highlights the importance of responsible consumption and education surrounding both caffeine and dietary supplements. As the market evolves, the interplay between these products and consumer preferences will be crucial for manufacturers to navigate.