Step aside, Juicy Fruit and Doublemint — and let’s not forget Starbucks and Red Bull. Mars Wrigley is now offering consumers a fresh alternative for a quick energy boost without 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 dominant 72% market share in the gum category, recent data indicates that it is losing ground in the sugarless gum segment to competitors like Hershey and Concord Confections. This trend likely motivates Wrigley to innovate new products or revitalize existing ones.
Enter Alert, targeting busy adults in search of a convenient source of caffeine. As highlighted on the brand’s dedicated website, “Alert Caffeine Gum is ideal for a quick pick-me-up during the day, whether on your morning commute, during an afternoon slump, before hitting the gym, or on your way to meet friends.” The gum is designed to easily fit into pockets and purses, and it can go “where caffeinated beverages cannot, providing a boost without the need for cups, cans, or carbonation,” according to the website. Marketing materials and product 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 regulations governing the sale of this gum to minors, raising concerns about potential health risks from overconsumption or misuse by younger users. This is an issue that Mars Wrigley and other manufacturers of caffeine-infused products should take seriously. Moreover, the timing of this launch seems questionable, especially following the company’s May announcement of health and well-being initiatives in collaboration with the Partnership for a Healthier America.
Mars Wrigley asserts that it has thoroughly researched the potential health risks involved. The brand’s website cites independent experts, including the Mayo Clinic, who recommend a daily caffeine intake of up to 400mg as safe for most adults. With each piece of Alert Caffeine Gum containing 40mg of caffeine, consuming more than 10 pieces a day could lead to dangerously high levels of caffeine intake — a concern for frequent gum chewers or children.
To address these issues, Mars Wrigley must focus on educating consumers about the usage and possible risks associated with this new product. The company should invest heavily in a marketing campaign aimed at raising awareness through both offline and online channels, including advertisements, promotions, in-store signage, and product packaging.
Company executives believe they are making strides in this area. “We’ve dedicated significant marketing energy to this 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 if Mars Wrigley has a successful product on its hands. Nevertheless, the reintroduction of Alert Caffeine Gum likely paves the way for other manufacturers to explore their own caffeine-enhanced offerings. Smaller brands like Java Gum and Jolt Energy Gum, as well as Energy Mints, are already making their mark in this niche.
Additionally, for those looking to combine energy with nutritional benefits, products like calcium citrate with vitamin D3, magnesium, and zinc tablets can also be an appealing option. As consumers seek convenience and health benefits, the market for innovative products continues to expand, and companies must adapt accordingly.