Move aside, Juicy Fruit and Doublemint—along with Starbucks and Red Bull. Mars Wrigley is offering consumers a new way to get a quick 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 commanding lead 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. Thus, it’s understandable that Wrigley aims to launch innovative products or revitalize existing ones.
The Alert brand focuses on busy adults seeking a portable caffeine solution. As noted on the brand’s dedicated website, “Alert Caffeine Gum is best chewed when you’re looking for a pick-me-up during your day, whether on your morning commute, to fight an afternoon slump, before hitting the gym, or en route to meet friends.” The product conveniently fits in pockets and purses, allowing it to go “where caffeinated beverages cannot, providing a boost without cups, cans, or carbonation,” according to the website. Marketing materials clearly state that “Alert is intended for adult use only and is not suitable for children under 18, pregnant and nursing women, or those sensitive to caffeine.”
Currently, there are no regulations governing the distribution or sale of this gum to minors. Therefore, the possibility of health risks from overconsumption or misuse by younger individuals should concern both Mars Wrigley and other manufacturers considering caffeine-infused products. Moreover, the timing of this launch seems questionable, especially after the confectionery company announced health and well-being initiatives in partnership with the Partnership for a Healthier America in May.
The company reassures consumers that it has thoroughly researched potential health risks. Information on the brand’s website states that independent experts, including those from the Mayo Clinic, suggest that a daily caffeine intake of 400mg is safe for most adults. Given that each piece of Alert Caffeine Gum contains 40mg of caffeine, consuming more than 10 pieces in a day could lead to dangerously high levels of caffeine intake. For regular gum chewers or younger individuals, this amount may not seem excessive.
Mars Wrigley faces a significant challenge in educating consumers about the use and potential risks associated with this new product. The company should invest considerable marketing resources in a campaign to raise awareness through offline and online advertising, promotions, in-store displays, and product packaging. Executives have stated that they believe they are already making strides. “We’ve dedicated a tremendous amount of marketing energy 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, in an interview with Confectionery News.
It remains to be seen whether Mars Wrigley has a success or a failure on its hands. Nevertheless, the reintroduction of Alert Caffeine Gum may pave the way for other manufacturers to explore their own caffeine-enhanced products. Smaller competitors already in the market include Java Gum and Jolt Energy Gum and Energy Mints. As consumers seek innovative options, incorporating health-focused ingredients such as signature care calcium citrate could also become a trend, enhancing the appeal of such products.