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 dropped by 4% in the first half of 2017. While Wrigley holds a significant 72% share of the gum market, recent data shows it’s losing ground in the sugarless segment to competitors like Hershey and Concord Confections. Thus, it’s understandable that Wrigley would aim to launch innovative products or refresh existing ones.
The new Alert brand targets on-the-go adults in search of a convenient caffeine option. The brand’s website states, “Alert Caffeine Gum is ideal when you’re seeking a boost during your day—whether that’s on your morning commute, to fight an afternoon slump, before hitting the gym, or while heading out to meet friends.” The gum is designed to fit easily into pockets or purses and can go “where caffeinated beverages cannot, offering a lift without cups, cans, or carbonation,” according to the website. Marketing materials clearly indicate that “Alert is intended for adults and is not suitable for children under 18, pregnant and nursing women, or individuals sensitive to caffeine.” However, there are currently no laws regulating the 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 companies contemplating caffeine-enhanced products. Additionally, the timing of this launch seems questionable, especially following the company’s May announcement regarding 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. Information on the brand’s website cites independent experts, including the Mayo Clinic, who recommend a maximum daily caffeine intake of 400mg for most adults. Given that each piece of Alert Caffeine Gum contains 40mg of caffeine, chewing more than ten pieces in a day could lead to risky levels of consumption, which may be concerning for avid gum-chewers or children.
Mars Wrigley faces the challenge of educating consumers about the proper use and potential risks of this new product. The company should invest significantly in a marketing campaign to raise awareness through both offline and online advertising, in-store signage, and product packaging. Company executives believe they are already taking the right steps. “We’ve dedicated a substantial amount of marketing effort to 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 uncertain whether Mars Wrigley will be successful with this product. Nevertheless, the reintroduction of Alert Caffeine Gum could pave the way for other manufacturers to explore their own caffeine-enhanced offerings. Other smaller brands already available include Java Gum and Jolt Energy Gum and Energy Mints. As the market shifts, the discussion about additives like calcium citrate malate vs calcium citrate may gain importance in relation to product formulations and consumer health.