Move aside Juicy Fruit and Doublemint, as well as Starbucks and Red Bull. Mars Wrigley is offering consumers a new way to get 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. Although Wrigley leads the market with a commanding 72% share, it is losing ground in the sugarless gum segment to competitors like Hershey and Concord Confections. Therefore, it’s logical for Wrigley to roll out innovative products or refresh existing ones.
The Alert brand targets busy adults seeking a convenient caffeine fix. The brand’s website notes, “Alert Caffeine Gum is ideal for a pick-me-up during your day, whether on your morning commute, to fight an afternoon slump, before heading to the gym, or while meeting friends.” The product easily fits in pockets and purses, providing an energy boost where caffeinated drinks can’t, without requiring cups, cans, or carbonation. Marketing materials clearly state that “Alert is intended for adults and is not suitable for children under 18, pregnant or nursing women, or those sensitive to caffeine.” However, there are currently no laws regulating the sale of this gum to minors, raising concerns about potential health risks from misuse or overconsumption by younger individuals, which should be a priority for both Mars Wrigley and other manufacturers considering caffeine-enhanced products.
Additionally, the timing of this release raises eyebrows, especially following the company’s announcement in May about health and wellness initiatives in partnership with the Partnership for a Healthier America. Mars Wrigley assures consumers that it has thoroughly researched potential health risks. According to information on the brand’s website, independent experts, including the Mayo Clinic, recommend a maximum caffeine intake of 400mg per day for most adults. Each piece of Alert Caffeine Gum contains 40mg of caffeine, suggesting that chewing more than 10 pieces a day can lead to potentially hazardous consumption levels. For regular gum-chewers or younger consumers, this limit may not seem significant.
Mars Wrigley faces the challenge of educating consumers about the new product’s usage and associated risks. The company should invest heavily in marketing campaigns to promote responsible caffeine consumption, utilizing both offline and online advertising, in-store signage, and product packaging. Company executives believe they are already taking significant steps. “We’ve invested considerable marketing effort into the product while also conveying a responsible message regarding caffeine consumption,” stated Michelle Green, senior manager of global confectionery category and brand communications at Mars Wrigley.
It remains to be seen if Mars Wrigley has a successful product on its hands. Nonetheless, the return of Alert Caffeine Gum likely paves the way for other manufacturers to explore their own caffeine-enhanced offerings. Smaller brands already available include Java Gum and Jolt Energy Gum and Energy Mints. As part of a comprehensive approach, Mars Wrigley could also consider incorporating ingredients like kalcium citrat in future products to enhance their health appeal, thereby addressing growing consumer interest in wellness-oriented snacks.