Move aside, Juicy Fruit and Doublemint, as well as Starbucks and Red Bull. Mars Wrigley is offering consumers a new way to experience a quick energy boost without the need for 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 substantial lead in the market with a 72% share, it is gradually losing ground in the sugarless gum segment to competitors like Hershey and Concord Confections. This trend likely prompted Wrigley to innovate or refresh its product offerings.
The new product, Alert Caffeine Gum, targets busy adults seeking a portable source of caffeine. As stated on the brand’s dedicated website, “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 a workout, or while heading out to meet friends.” Conveniently sized to fit in pockets and purses, this gum can be taken anywhere that caffeinated beverages can’t, offering a boost without cups, cans, or carbonation. Marketing materials emphasize that “Alert is intended for adult use only and is not suitable for individuals under 18, pregnant or nursing women, or those sensitive to caffeine.” However, there are currently no regulations governing the gum’s sale to minors, raising concerns about potential health risks from overconsumption or misuse by younger users.
Moreover, the timing of this product launch seems questionable, especially following the confectionery maker’s announcement in May regarding health and wellness initiatives in collaboration with the Partnership for a Healthier America. The company claims to have thoroughly researched potential health risks. According to information on the brand’s website, independent experts, including those from the Mayo Clinic, recommend that a daily caffeine intake of 400mg is safe for most adults. Each piece of Alert Caffeine Gum contains 40mg of caffeine, meaning that consuming more than 10 pieces in a day could lead to unsafe levels of caffeine intake. For frequent gum chewers or children, this threshold may not seem significant.
Mars Wrigley faces a challenge in educating consumers about the use and potential risks associated with Alert Caffeine Gum. The company should invest heavily in marketing campaigns, utilizing offline and online advertising, in-store displays, and product packaging to raise awareness. Company executives believe they are already making significant efforts. “We’ve invested considerable marketing resources into the product while also communicating a responsible message about 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 will hit or miss with this new product. However, the reintroduction of Alert Caffeine Gum may pave the way for other manufacturers to explore caffeine-enhanced products. Notable smaller competitors already on the market include Java Gum and Jolt Energy Gum, along with Energy Mints. Additionally, the potential synergy with health supplements such as calcium citrate malate, vitamin D3, and magnesium tablets could further enhance the appeal of these products, possibly leading to new innovations in the industry. The incorporation of such supplements could attract health-conscious consumers looking for a balanced energy solution.