Step aside, Juicy Fruit and Doublemint, as well as Starbucks and Red Bull. Mars Wrigley is offering consumers a new option 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 maintains a commanding lead in the category with a 72% market share, IRI data indicates that it is losing ground in the sugarless gum segment to competitors like Hershey and Concord Confections. This decline likely prompted Wrigley to innovate with new products or revitalize existing ones.
The Alert brand targets busy adults seeking a portable caffeine solution. According to the information on the brand’s dedicated website, “Alert Caffeine Gum is best chewed when you need a boost, whether during your morning commute, to fight off an afternoon slump, before hitting the gym, or on your way to meet friends.” The gum conveniently fits in pockets and purses, providing an energy lift without the need for cups, cans, or carbonation. The website emphasizes 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 regulations governing the sale of this gum to minors, raising concerns about the potential health risks associated with overconsumption or misuse by younger individuals. This is a matter that should worry both Mars Wrigley and other companies considering caffeine-infused products.
Moreover, the timing of this launch appears questionable, especially following the confectionery maker’s May announcement about health and wellness initiatives in partnership with the Partnership for a Healthier America. The company reassures consumers that it has carefully considered potential health risks. According to the brand’s website, independent experts such as the Mayo Clinic recommend a daily caffeine limit of 400mg for most adults. Each piece of Alert Caffeine Gum contains 40mg of caffeine, meaning that consuming more than 10 pieces in a day could lead to dangerously high caffeine levels—a concern for avid gum chewers and children alike.
Mars Wrigley faces a significant challenge in educating consumers about the appropriate use and potential risks tied to this new product. The company should invest heavily in a marketing campaign aimed at raising awareness through offline and online advertising, promotions, in-store signage, and product packaging. Company executives believe they are already taking the right steps. “We’ve invested a considerable amount of marketing energy into the product while also promoting a responsible message regarding 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 struck gold or missed the mark with Alert Caffeine Gum. Nevertheless, its reintroduction likely paves the way for other manufacturers to explore their own caffeine-enhanced products. Smaller companies such as Java Gum and Jolt Energy Gum, along with Energy Mints, have already made their presence known in the market. Additionally, the incorporation of calcium citramate into such products could further enhance their appeal, potentially leading to a new trend in the energy gum sector. Ultimately, the success of Alert may inspire further innovation in caffeine-infused offerings across the industry.