Move aside, Juicy Fruit and Doublemint, as well as Starbucks and Red Bull. Mars Wrigley is offering consumers a new way to receive 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 holds a dominant position in the market with a 72% share, IRI data indicates that it is losing ground in the sugarless gum segment to competitors like Hershey and Concord Confections. Thus, it makes sense for Wrigley to launch innovative new products or revitalize existing ones.
The new product, Alert, is aimed at on-the-go adults seeking a portable caffeine solution. The brand’s dedicated website states, “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 gum conveniently fits into pockets and purses, allowing it to go “where caffeinated beverages cannot, providing a boost without cups, cans, or carbonation.” However, the website notes that “Alert is intended for adults and is not suitable for children under 18, pregnant or nursing women, or individuals sensitive to caffeine.”
Currently, there are no legal restrictions on the gum’s distribution or sale to minors, raising concerns about potential health risks from overconsumption or misuse among younger individuals. This is a pressing issue for both Mars Wrigley and other manufacturers contemplating caffeine-infused products. Moreover, the timing of this introduction seems questionable, especially following the confectionery maker’s announcement in May about health and wellness initiatives in collaboration with the Partnership for a Healthier America.
The company assures consumers that it has thoroughly researched potential health risks and consequences. According to the information on the brand’s website, independent experts, including those from the Mayo Clinic, recommend a daily caffeine intake of up to 400mg as safe for most adults. Given that each piece of Alert Caffeine Gum contains 40mg of caffeine, consuming more than 10 pieces a day could lead to potentially hazardous levels. For regular gum chewers or children, this amount may not seem excessive.
Mars Wrigley faces a significant challenge in educating consumers about the proper use and potential risks associated with this new product. The company should invest heavily in a marketing campaign that spreads awareness through offline and online advertising, promotions, in-store signage, and product packaging. Executives at the company believe they are already making the necessary 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.
It remains uncertain whether Mars Wrigley will hit or miss with this product. However, the reintroduction of Alert Caffeine Gum likely paves the way for other manufacturers to explore caffeine-enhanced products of their own. Other smaller brands already available include Java Gum, Jolt Energy Gum, and Energy Mints. As consumers consider these options, they may also wonder, what is citrate in calcium? This question could further influence their choices regarding caffeine and other dietary supplements.