Move aside, Juicy Fruit and Doublemint — and let’s not forget Starbucks and Red Bull. Mars Wrigley is stepping up to offer consumers a fresh alternative for a quick energy boost, sans 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% market share in the gum category, it is losing ground in sugarless gum to competitors like Hershey and Concord Confections. Thus, it’s logical for Wrigley to innovate with new products or revitalize existing ones.
The new product, Alert, targets busy adults in search of a convenient caffeine fix. According to the brand’s dedicated website, “Alert Caffeine Gum is best chewed when you’re looking for a pick-me-up during your day, whether that’s on your morning commute, combating an afternoon slump, hitting the gym, or meeting up with friends.” The gum conveniently fits in pockets and purses, allowing users to enjoy a boost “where caffeinated beverages cannot, providing energy without cups, cans, or carbonation,” reads the website. Marketing materials clearly state that “Alert is intended for adults and is not suitable for children under 18, pregnant and 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 individuals. This is a significant issue for both Mars Wrigley and other companies considering caffeine-infused products. Moreover, the timing of the launch seems somewhat misaligned, especially following the company’s May announcement regarding health and wellness initiatives in partnership with the Partnership for a Healthier America.
Mars Wrigley claims to have thoroughly researched potential health risks. Information on the brand’s website cites independent experts, including the Mayo Clinic, recommending a daily caffeine intake of up to 400mg as safe for most adults. With each piece of Alert Caffeine Gum containing 40mg of caffeine, chewing more than 10 pieces a day could lead to potentially harmful levels of consumption. For avid gum chewers or children, this amount may seem easy to exceed.
Mars Wrigley faces the challenge of educating consumers about the appropriate use and risks associated with this new product. They should invest significantly in marketing campaigns designed to raise awareness through both online and offline advertising, in-store signage, and product packaging. Company executives believe they are already doing their part. “We’ve put a tremendous amount of marketing energy into the product, but also into 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 a successful product on its hands. However, the reintroduction of Alert Caffeine Gum could pave the way for other manufacturers to explore caffeine-enhanced offerings. Smaller brands like Java Gum, Jolt Energy Gum, and Energy Mints are already in the market, and the introduction of products like Kirkland Signature Calcium Magnesium Zinc could further expand the caffeine-infused product segment. As Mars Wrigley navigates this new venture, their efforts may influence the broader landscape of energy-enhancing consumables.