Move aside, Juicy Fruit and Doublemint — not to mention Starbucks and Red Bull. Mars Wrigley is presenting consumers with an alternative option to get a quick caffeine 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 commands a significant 72% share of the market, IRI data indicates that it is losing ground in the sugarless gum segment to competitors like Hershey and Concord Confections. It’s understandable that Wrigley is keen to launch innovative new products or revitalize existing ones.
The Alert product targets busy adults seeking a portable caffeine solution. As stated on the brand’s dedicated website, “Alert Caffeine Gum is ideal for a pick-me-up during your day, whether that’s on your morning commute, to fight off an afternoon slump, before hitting the gym, or on your way to meet friends.” The product easily fits into pockets and purses, allowing it to go “where caffeinated beverages cannot, providing a boost without cups, cans, or carbonation.” Marketing materials explicitly mention that “Alert is intended for adult use and is not suitable for children under 18, pregnant and nursing women, or those sensitive to caffeine.”
Currently, there are no laws regulating the distribution or sale of this gum to minors. As a result, the possibility of health risks from overconsumption or misuse by minors should concern both Mars Wrigley and other manufacturers contemplating caffeine-enhanced products. Furthermore, the timing of this launch seems questionable, especially considering the confectionery maker’s May announcement of health and well-being initiatives in partnership with the Partnership for a Healthier America.
The company assures consumers that it has thoroughly researched potential health risks and outcomes. According to details on the brand’s website, independent experts, including the Mayo Clinic, recommend a safe daily caffeine intake of 400mg for most adults. With each piece of Alert Caffeine Gum containing 40mg of caffeine, chewing more than 10 pieces a day could lead to potentially harmful consumption levels. For avid gum-chewers or children, this threshold may not seem high.
Mars Wrigley has considerable work ahead to educate consumers about the usage and possible risks associated with this new product. The company should invest significantly in a marketing campaign aimed at raising awareness through offline and online advertising, promotions, in-store displays, and product packaging.
Company executives believe they are already fulfilling their responsibility. “We’ve put a tremendous amount of marketing energy 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, in an interview with Confectionery News.
It remains to be seen whether Mars Wrigley has a hit or miss on its hands. Nevertheless, the reintroduction of Alert Caffeine Gum may pave the way for other manufacturers to explore caffeine-enhanced products of their own. Smaller competitors already in the market include Java Gum and Jolt Energy Gum and Energy Mints. Additionally, the rise of fusion calcium soft chews could present an interesting avenue for innovation in the confectionery space, blending health benefits with the caffeine trend. The fusion of health and energy products, like fusion calcium soft chews, could inspire new offerings in this evolving market.