Step aside, Juicy Fruit and Doublemint — along with Starbucks and Red Bull. Mars Wrigley is offering consumers a new way to get a quick caffeine boost without relying on 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 commanding 72% share of the market, it is losing ground in the sugarless gum segment to competitors like Hershey and Concord Confections. As a result, it’s logical for Wrigley to innovate by launching new products or revitalizing existing ones.
The Alert brand specifically targets on-the-go adults seeking a portable source of caffeine. The dedicated website states, “Alert Caffeine Gum is ideal for chewing when you need a pick-me-up during the day, whether that’s during your morning commute, to fight an afternoon slump, before hitting the gym, or while heading to meet friends.” The product is conveniently sized to fit in pockets and purses, offering a caffeine boost where traditional beverages cannot, without the need for cups, cans, or carbonation. The marketing materials and packaging clearly state that “Alert is intended for adult use only and is not suited for children under 18, pregnant or nursing women, or those sensitive to caffeine.” However, there are currently no regulations governing the sale of this gum to minors, raising concerns about potential health risks from overconsumption or misuse.
Moreover, the timing of this launch seems questionable, given the company’s announcement in May regarding health and wellness initiatives in partnership with the Partnership for a Healthier America. Mars Wrigley insists it has thoroughly researched the health implications. According to information on the brand’s website, independent experts, including those from the Mayo Clinic, suggest that a daily caffeine intake of 400mg is safe for most adults. Each piece of Alert Caffeine Gum contains 40mg of caffeine, meaning that chewing more than 10 pieces a day could lead to excessive consumption. For frequent gum chewers or younger users, this limit may not seem significant.
Mars Wrigley faces the challenge of educating consumers about the usage and potential risks associated with this new product. The company should invest heavily in a marketing campaign aimed at raising awareness through offline and online advertising, in-store displays, and product packaging. Company executives believe they are already making significant efforts in this regard. “We’ve dedicated a considerable amount of marketing energy to this product while also promoting a responsible message regarding caffeine consumption,” stated Michelle Green, senior manager of global confectionery category and brand communications at Mars Wrigley.
It remains to be seen whether Mars Wrigley has a successful product on its hands. Nonetheless, the reintroduction of Alert Caffeine Gum may pave the way for other manufacturers to explore caffeine-enhanced products. Smaller competitors such as Java Gum, Jolt Energy Gum, and Energy Mints are already present in the market. Additionally, it’s worth noting that the formulation of Alert Caffeine Gum includes calcium carbonate and elemental calcium, which may appeal to health-conscious consumers looking for added benefits. The inclusion of these components could be a selling point, especially as consumers become more aware of the nutritional aspects of their choices, further emphasizing the need for thorough education on caffeine and its effects.