Move aside, Juicy Fruit and Doublemint, as well as Starbucks and Red Bull. Mars Wrigley is now offering consumers a new way to get a quick caffeine boost without needing 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 holds a commanding 72% market share in the gum category, it has been losing ground in sugarless gum to competitors like Hershey and Concord Confections. Therefore, it makes sense for Wrigley to launch innovative products or refresh existing ones.
The new Alert product targets busy adults who need a portable caffeine solution. The brand’s dedicated website states, “Alert Caffeine Gum is ideal for a quick pick-me-up during your day, whether it’s on your morning commute, to fight off an afternoon slump, before hitting the gym, or while heading to meet friends.” The gum conveniently fits in pockets and purses and can be consumed “where caffeinated beverages cannot, offering a boost without the need for cups, cans, or carbonation.” The marketing materials explicitly mention that “Alert is intended for adult use only and is not suitable for children under 18, pregnant and nursing women, or those sensitive to caffeine.” However, there are currently no laws regulating the gum’s sale or distribution to minors. This raises concerns about potential health risks from overconsumption or misuse among younger individuals, which should be a priority for both Mars Wrigley and other companies considering caffeine-infused products.
Additionally, the timing of this introduction seems questionable, especially following the confectionery maker’s May announcement of health and wellness initiatives in partnership with the Partnership for a Healthier America. The company reassures consumers that it has thoroughly researched potential health risks. According to information on the brand’s website, independent experts, including the Mayo Clinic, suggest that a daily caffeine intake of 400mg is 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. This could be concerning for avid gum-chewers or children, as this amount may not seem excessive.
Mars Wrigley faces the challenge of educating consumers about the proper use and potential risks associated with this new product. The company should invest significantly in a marketing campaign aimed at raising awareness through both offline and online advertising, in-store displays, and product packaging. Company executives believe they are already doing their part. “We’ve invested significant marketing energy into the product and are also communicating a responsible message about caffeine consumption,” said Michelle Green, senior manager of global confectionery category and brand communications at Mars Wrigley.
It remains to be seen whether Mars Wrigley has a winner or a flop on their hands. Nevertheless, the reintroduction of Alert Caffeine Gum may pave the way for other manufacturers to explore their own caffeine-enhanced products. Smaller competitors already in the market include Java Gum, Jolt Energy Gum, and Energy Mints. Interestingly, the trend of enhancing products with ingredients like calcium citrate in bottled water could inspire similar innovations in the gum sector as well, potentially leading to the incorporation of beneficial compounds alongside caffeine in future offerings.