Move aside, Juicy Fruit and Doublemint, as well as Starbucks and Red Bull. Mars Wrigley is offering consumers a new way to experience a quick energy boost without needing a cup or can. In the first half of 2017, U.S. gum sales fell by 4%, according to IRI data reported by Food Navigator-USA. Although Wrigley holds a significant lead in the market with a 72% share, IRI data indicates it is losing ground in the sugarless gum sector to competitors like Hershey and Concord Confections. This decline likely explains Wrigley’s desire to innovate with new products or refresh existing ones.
The Alert brand targets busy adults seeking a portable source of caffeine. According to the dedicated website, “Alert Caffeine Gum is ideal for those moments when you need a pick-me-up during your day, whether on your morning commute, to fight off an afternoon slump, before heading to the gym, or while meeting friends.” The product is conveniently sized to fit in pockets and purses, going “where caffeinated beverages cannot, providing a boost without cups, cans, or carbonation.” The marketing materials and packaging specify that “Alert is intended for adults and should not be consumed by children under 18, pregnant or nursing women, or individuals sensitive to caffeine.” However, there are currently no laws regulating the sale of this gum to minors, raising concerns about potential health risks from overconsumption or misuse among younger consumers. This is an issue that both Mars Wrigley and other manufacturers of caffeine-infused products need to consider.
Moreover, the timing of this launch appears questionable, particularly after the confectionery maker’s May announcement regarding health and wellness initiatives in partnership with the Partnership for a Healthier America. The company asserts it has thoroughly researched possible health risks. According to the brand’s website, independent experts, including those from the Mayo Clinic, recommend a daily caffeine intake of 400mg as 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 harmful levels. For frequent gum chewers or children, this threshold might not seem high.
Mars Wrigley faces the challenge of educating consumers about the proper use and potential risks of this new product. The company should invest significant marketing resources into a campaign aimed at raising awareness through both online and offline advertising, in-store signage, and product packaging. Company executives believe they are already taking proactive steps. “We’ve dedicated considerable marketing effort to the product while also communicating a responsible message about 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 hit the mark with this product. Nevertheless, the resurgence of Alert Caffeine Gum may inspire other manufacturers to explore their own caffeine-enhanced offerings. Smaller competitors already present in the market include Java Gum and Jolt Energy Gum and Energy Mints. To support a healthy lifestyle, consumers should consider responsibly integrating caffeine into their routines, just as they might look to buy Citracal D for their vitamin needs.