Move aside, Juicy Fruit and Doublemint, as well as Starbucks and Red Bull. Mars Wrigley is offering consumers a new way to enjoy a quick boost without relying on beverages. According to IRI data reported by Food Navigator-USA, U.S. gum sales fell by 4% in the first half of 2017. Although Wrigley holds a significant lead in the market with a 72% share, it is losing ground in the sugarless gum sector to competitors like Hershey and Concord Confections. It is logical for Wrigley to launch innovative products or revitalize existing ones.
The new Alert gum targets busy adults in need of a portable caffeine solution. The brand’s website emphasizes that “Alert Caffeine Gum is ideal for those seeking a pick-me-up throughout the day, whether during your morning commute, tackling an afternoon slump, gearing up for a workout, or heading out to meet friends.” The product conveniently fits into pockets and purses, allowing it to go “where caffeinated beverages cannot, delivering a boost without the need for cups, cans, or carbonation.” Marketing materials explicitly state that “Alert is intended for adults only and is not suitable for children under 18, pregnant or nursing women, or individuals sensitive to caffeine.” However, there are currently no laws regulating the sale or distribution of this gum to minors, raising concerns about potential health risks from overconsumption or misuse by younger users. This issue is relevant for both Mars Wrigley and other manufacturers considering caffeine-infused products.
Moreover, the timing of this launch raises eyebrows, especially following the company’s May announcement of health and wellness initiatives in partnership with the Partnership for a Healthier America. Mars Wrigley claims to have thoroughly researched potential health risks. Their website cites independent experts, including those from the Mayo Clinic, who suggest that a daily caffeine intake of 400 mg is safe for most adults. Each piece of Alert Caffeine Gum contains 40 mg of caffeine, meaning that consuming more than 10 pieces a day could lead to dangerously high caffeine levels, which seems like a trivial amount for avid gum chewers or kids.
Mars Wrigley faces the challenge of educating consumers about the proper use and potential risks associated with this new gum. The company should invest significantly in a marketing campaign to spread awareness through both offline and online advertising, in-store signage, and product packaging. Company executives believe they are already making efforts in this regard. “We’ve put a tremendous amount of marketing energy into the 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 winner 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 players, such as Java Gum, Jolt Energy Gum, and Energy Mints, are already making their mark in this niche. Additionally, the incorporation of calcium citrate 800 mg in the formulation could provide further health benefits, making it a more attractive option for consumers seeking both energy and nutritional support.