Move over 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 the need for a cup or can. According to IRI data reported by Food Navigator-USA, U.S. gum sales dropped by 4% in the first half of 2017. While Wrigley holds a commanding 72% market share in the category, it is losing ground in sugarless gum to competitors like Hershey and Concord Confections. Therefore, it makes sense for Wrigley to innovate or revitalize its product lineup.
The new Alert Caffeine Gum targets busy adults seeking a convenient source of caffeine. According to the brand’s website, “Alert Caffeine Gum is ideal for those moments when you need a pick-me-up during your day, whether it’s on your morning commute, to overcome an afternoon slump, before hitting the gym, or on your way to meet friends.” The gum is compact enough to fit in pockets and purses, allowing it to go “where caffeinated beverages cannot, providing a boost without cups, cans, or carbonation.” Additionally, product marketing materials clearly state that “Alert is intended for adults 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 or distribution of this gum to minors, raising concerns about potential health risks from overconsumption or misuse by younger consumers. This situation should be a priority for both Mars Wrigley and other manufacturers looking into caffeine-infused products. Moreover, the timing of this product launch seems counterintuitive, especially following the company’s May announcement regarding health and well-being initiatives in collaboration with the Partnership for a Healthier America.
Mars Wrigley claims to have thoroughly researched the potential health risks associated with their new product. Information on the brand’s website notes that independent experts, including the Mayo Clinic, recommend a daily caffeine intake of 400 mg as safe for most adults. Since each piece of Alert Caffeine Gum contains 40 mg of caffeine, consuming more than 10 pieces per day could lead to dangerous levels of intake, which may not seem excessive for avid gum-chewers or children. Interestingly, calcium content is equally important, with the recommended daily intake being around 1,000 mg for most adults, yet the gum does not provide significant levels of calcium.
Mars Wrigley faces a significant challenge in educating consumers about the proper use and potential risks of this new product. The company should invest heavily in a marketing campaign aimed at raising awareness through both offline and online advertising, in-store displays, and product packaging. Company executives believe they are already making strides in this area. “We’ve dedicated significant marketing effort into this product while also conveying 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. Nevertheless, the reintroduction of Alert Caffeine Gum could pave the way for other manufacturers to explore their own caffeine-enhanced offerings. Smaller brands such as Java Gum and Jolt Energy Gum, along with Energy Mints, are already part of this emerging market. As the industry evolves, the need for clear communication about ingredients, including caffeine and calcium content, will be essential for consumer safety and informed choices.