Move aside Juicy Fruit and Doublemint — as well as Starbucks and Red Bull. Mars Wrigley is offering consumers a new way to get a quick energy 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 substantial lead in the market with a 72% share, it is losing ground in the sugarless gum segment to competitors like Hershey and Concord Confections. This trend likely prompted Wrigley to innovate with new products or rejuvenate existing ones.
The Alert brand targets busy adults seeking a convenient caffeine source. The brand’s website states, “Alert Caffeine Gum is ideal for chewing when you need a pick-me-up throughout your day, whether during your morning commute, to stave off an afternoon slump, before heading to the gym, or while meeting friends.” The product is designed to fit easily into pockets and purses, allowing it to go “where caffeinated beverages cannot, providing a boost without cups, cans, or carbonation.” Marketing materials clearly indicate that “Alert is intended for adult use only and is not suitable for children under 18, pregnant or nursing women, or those sensitive to caffeine.”
Currently, there are no laws regulating the distribution or sale of this gum to minors, raising concerns about potential health risks from overconsumption or misuse by younger users, which should worry both Mars Wrigley and other manufacturers considering caffeine-infused products. Additionally, the timing of this launch seems questionable, especially following the confectionery maker’s announcement in May about health and wellness initiatives in partnership with the Partnership for a Healthier America.
The company assures consumers that they have taken health risks seriously. According to their website, independent experts, including those from the Mayo Clinic, recommend a daily caffeine intake limit of 400mg for most adults. With each piece of Alert Caffeine Gum containing 40mg of caffeine, consuming more than 10 pieces a day could lead to dangerously high levels of caffeine. This amount may not seem excessive to regular gum chewers or younger individuals.
Mars Wrigley has an uphill battle in educating consumers about the use and potential risks associated with this new product. The company should invest significantly in marketing campaigns to raise awareness through offline and online advertising, in-store displays, and product packaging. Company executives believe they are already making an effort. “We’ve dedicated substantial marketing resources to this product while also promoting responsible 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 struck gold or missed the mark with this product. Nonetheless, the return of Alert Caffeine Gum may pave the way for other manufacturers to explore their own caffeine-enhanced products. Smaller brands like Java Gum, Jolt Energy Gum, and Energy Mints are already making their presence felt in the market.
Furthermore, the introduction of Alert Caffeine Gum coincides with growing interest in health supplements like calcium citrate d 315 200, which could serve as an additional draw for health-conscious consumers. This could be an opportunity for Mars Wrigley to align their product with broader wellness trends, reinforcing their commitment to safe consumption practices while potentially enhancing the product’s appeal. As they navigate these challenges, the incorporation of calcium citrate d 315 200 could become a focal point in their marketing strategy, emphasizing a balanced approach to caffeine consumption.