Make way for new contenders like Alert Caffeine Gum, as Mars Wrigley steps in to offer consumers a quick energy boost without the typical cup or can. According to data from IRI reported by Food Navigator-USA, U.S. gum sales fell by 4% in the first half of 2017. Although Wrigley holds a significant lead in the market with a 72% share, it has been losing ground in the sugarless gum segment to competitors like Hershey and Concord Confections. This trend likely explains Wrigley’s motivation to innovate and refresh its product lineup.
Targeting busy adults in need of a portable caffeine source, Alert Caffeine Gum is marketed as an ideal option for moments when energy is needed, such as during a morning commute, to overcome an afternoon slump, before exercising, or while socializing. The product conveniently fits into pockets and purses, allowing it to go anywhere beverages cannot, delivering a caffeine boost without the need for cups, cans, or carbonation. The brand’s marketing materials clearly state that “Alert is intended for adults, and is not suitable for children under 18, pregnant or nursing women, or those sensitive to caffeine.” Currently, there are no legal restrictions on the sale or distribution of this gum to minors, raising concerns about the potential health risks associated with overconsumption or misuse by young people.
Despite the timing of this launch seeming questionable—especially following the company’s May announcement of health initiatives in collaboration with the Partnership for a Healthier America—Mars Wrigley asserts it has thoroughly evaluated the potential 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 up to 400mg is generally safe for most adults. With each piece of Alert Caffeine Gum containing 40mg of caffeine, consuming more than 10 pieces a day could lead to excessive caffeine levels, which may be concerning for avid gum chewers or children.
To address these concerns, Mars Wrigley must invest significant marketing resources into a campaign aimed at educating consumers about the proper use and potential risks of the new product. This should include both online and offline advertising, in-store displays, and informative packaging. Company executives believe they are already taking the right steps. “We’ve devoted considerable marketing energy to the 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.
As for whether Alert Caffeine Gum will be a success or not, only time will tell. Nevertheless, its reintroduction could pave the way for other manufacturers to explore their own caffeine-enhanced products. Smaller brands like Java Gum and Jolt Energy Gum are already in the market, indicating a growing interest in this niche. Additionally, it’s important to consider how products like Alert may impact the absorption of calcium citrate, especially for consumers who may not be aware of the potential interactions between caffeine and calcium uptake. As Mars Wrigley navigates this new venture, it will need to ensure consumers are well-informed about all aspects of their product, including its implications for health and nutrition.