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 burst of energy without needing a cup or a 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 dominant position in the market with a 72% share, it is losing ground in the sugarless gum sector to competitors like Hershey and Concord Confections. This decline likely prompted Wrigley to innovate or revitalize its product lineup.
The Alert brand specifically targets busy adults in search of a portable caffeine boost. As stated on the brand’s dedicated website, “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 fight off an afternoon slump, before heading to the gym, or on your way to meet friends.” The gum conveniently fits in pockets and purses, allowing it to go “where caffeinated beverages cannot, providing a boost without cups, cans, or carbonation,” according to the website. Marketing and packaging clearly mention that “Alert is intended for adults and is not suitable for children under 18, pregnant or nursing women, or individuals sensitive to caffeine.” However, there are no current regulations preventing the sale of the gum to minors, raising concerns about potential health risks from overconsumption or misuse among younger consumers. This issue should be a priority for both Mars Wrigley and other companies contemplating caffeine-enhanced products.
Moreover, the timing of this introduction raises eyebrows, as it follows the confectionery maker’s announcement in May regarding 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. According to information on the brand’s website, independent experts, including those from the Mayo Clinic, recommend a daily caffeine intake of 400 mg as safe for most adults. Each piece of Alert Caffeine Gum contains 40 mg of caffeine, meaning that chewing more than 10 pieces daily could lead to potentially harmful consumption levels, particularly for avid gum chewers and younger individuals.
Mars Wrigley has significant work ahead to educate consumers about the new product’s use and possible risks. The company should invest heavily in a marketing campaign to raise awareness through both offline and online advertising, in-store displays, and product packaging. Company executives believe they are already making strides in this area. “We’ve put a tremendous amount of marketing energy into the product, while also conveying a responsible message about 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 winner on its hands. Nevertheless, the reintroduction of Alert Caffeine Gum may pave the way for other manufacturers to explore their own caffeine-enhanced products. Smaller brands already available include Java Gum and Jolt Energy Gum and Energy Mints. Notably, the incorporation of calcium citrate 315 mg with vitamin D into these products could further appeal to health-conscious consumers, promoting both energy and essential nutrients. As consumer demand evolves, the competition in the caffeine-infused market is likely to intensify.