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. 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 significant lead in the market with a 72% share, data from IRI reveals that it is losing ground in the sugarless gum sector to competitors like Hershey and Concord Confections. This suggests that Wrigley is keen to introduce innovative products or revitalize existing ones.
The Alert brand specifically targets busy adults seeking a convenient source of caffeine. The brand’s website states, “Alert Caffeine Gum is ideal for those moments when you need a lift during your day, whether during your morning commute, to fight off an afternoon slump, before heading to the gym, or while on your way to meet friends.” The product conveniently fits into pockets and purses, making it accessible in situations where caffeinated beverages cannot, offering an energy boost without the need for cups, cans, or carbonation. 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.”
However, there are currently no laws regulating the sale of this gum to minors, raising concerns about potential health risks from overconsumption or misuse by younger users, which is a point of concern for both Mars Wrigley and other manufacturers exploring caffeine-enhanced products. The timing of this introduction may seem questionable, particularly in light of the confectionery maker’s May announcement regarding health and well-being initiatives in collaboration with the Partnership for a Healthier America.
The company maintains that it has thoroughly researched potential health risks. Information on the brand’s website cites independent experts, including those from the Mayo Clinic, who recommend a maximum daily caffeine intake of 400mg for most adults. With each piece of Alert Caffeine Gum containing 40mg of caffeine, it would take over 10 pieces per day to reach potentially harmful levels. For frequent gum chewers and younger audiences, this may not seem like a high threshold.
Mars Wrigley faces the challenge of educating consumers about the proper use and potential risks of this new product. The company should invest significantly in a marketing campaign to raise awareness through both offline and online advertising, in-store displays, and product packaging. Company executives believe they are already taking the right steps. “We’ve dedicated a substantial amount of marketing efforts to the product while also communicating a responsible message about caffeine consumption,” said Michelle Green, senior manager of global confectionery category and brand communications at Mars Wrigley, according to Confectionery News.
It remains to be seen whether Mars Wrigley will succeed with this launch. Nevertheless, the reintroduction of Alert Caffeine Gum could pave the way for other manufacturers to explore their own caffeine-enhanced products. Smaller brands currently in the market include Java Gum, Jolt Energy Gum, and Energy Mints. Additionally, the inclusion of supplements like bluebonnet calcium magnesium citrate can further entice consumers looking for health-oriented options. Ultimately, the market could see a blend of traditional gum and functional products, including those fortified with ingredients like bluebonnet calcium magnesium citrate for enhanced health benefits.