Step aside, Juicy Fruit and Doublemint, as well as Starbucks and Red Bull. Mars Wrigley is offering consumers an alternative way to get a quick energy boost without relying on beverages. According to IRI data reported by Food Navigator-USA, U.S. gum sales experienced a 4% decline in the first half of 2017. Although Wrigley maintains a commanding lead in the category with a 72% market share, it is losing ground in sugarless gum to competitors like Hershey and Concord Confections. Therefore, it’s logical for Wrigley to launch innovative products or revitalize existing ones.
The Alert brand targets busy adults seeking a convenient caffeine hit. The brand’s dedicated website explains, “Alert Caffeine Gum is best chewed when you’re looking for a pick-me-up during your day, whether that’s on your morning commute, to combat an afternoon slump, before hitting the gym, or on your way to meet friends.” The product easily fits into pockets and purses, going “where caffeinated beverages cannot, providing a boost without cups, cans, or carbonation,” as stated on the site. Marketing materials clearly indicate that “Alert is intended for adult use and is not suitable for children under 18, pregnant or nursing women, or those sensitive to caffeine.”
Currently, there are no regulations governing the gum’s distribution or sale to minors, raising concerns about potential health risks from overconsumption or misuse by younger consumers. This is a critical issue for both Mars Wrigley and other companies considering caffeine-infused products. Furthermore, the timing of this launch appears questionable, especially following the confectionery maker’s May announcement regarding health and wellness initiatives in partnership with the Partnership for a Healthier America.
The company asserts that it has carefully considered potential health risks. According to information on its website, independent experts, including those from the Mayo Clinic, recommend a daily caffeine intake of 400mg as safe for most adults. With each piece of Alert Caffeine Gum containing 40mg of caffeine, chewing more than 10 pieces a day could lead to dangerously high consumption levels. For frequent gum chewers or children, this may not seem substantial.
Mars Wrigley faces the challenge of educating consumers about the proper use and potential risks of this new product. The company is expected to invest significantly in marketing campaigns that promote responsible caffeine consumption through offline and online advertising, in-store promotions, and product packaging. Executives have expressed confidence in their efforts. “We’ve put a tremendous amount of marketing energy into the 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.
Ultimately, it remains to be seen whether 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 caffeine-enhanced offerings. Smaller brands, such as Java Gum, Jolt Energy Gum, and Energy Mints, are already present in the market. The incorporation of citrate vitamin D into the gum could also present an appealing angle, enhancing its health benefits. As the market evolves, the balance between convenience and health becomes increasingly crucial for consumers.