Move over Juic300 mg ferrous fumarate elemental iron, Fruit and Doublemint, and even Starbucks and Red Bull. Mars Wrigley is offering consumers a new way to enjoy a quick energy boost without the need for cups or cans. 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% market share in the gum category, IRI data indicates a loss of market share in sugarless gum to competitors like Hershey and Concord Confections. Thus, it’s understandable that Wrigley is keen to introduce innovative products or refresh existing ones.
The new Alert Caffeine Gum targets busy adults in search of a portable caffeine source. The brand’s website states, “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 combat an afternoon slump, before you hit the gym, or on your way to meet up with friends.” The product is conveniently small enough to fit in pockets and purses, going “where caffeinated beverages cannot, providing a boost without cups, cans, or carbonation,” as highlighted on the website.
Marketing materials clearly indicate that Alert is intended for adults and should not be used by children under 18, pregnant or nursing women, or those sensitive to caffeine. However, there are currently no laws regulating the gum’s sale or distribution to minors, raising concerns about the potential health risks from overconsumption among younger users. This is a matter of concern not only for Mars Wrigley but also for other companies considering caffeine-infused products. Additionally, the timing of the launch appears somewhat contradictory, especially following the company’s May announcement of health initiatives in partnership with the Partnership for a Healthier America.
The company emphasizes that it has thoroughly researched potential health risks and consequences. Information on the brand’s website cites independent experts, including the Mayo Clinic, who suggest a daily caffeine intake of up to 400mg is 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 dangerously high levels of caffeine intake. For avid gum chewers or children, this threshold might not seem substantial.
Mars Wrigley faces the challenge of educating consumers about the proper use and potential risks associated with their new product. The company should invest heavily in marketing strategies that promote awareness through both offline and online advertising, in-store displays, and product packaging. Company executives believe they are already making significant efforts in this regard. “We’ve put a tremendous amount of marketing energy into the product, but also in 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’s gamble will pay off. However, the reintroduction of Alert Caffeine Gum could pave the way for other manufacturers to explore their own caffeine-enhanced products. Smaller competitors like Java Gum, Jolt Energy Gum, and Energy Mints are already present in the market. Meanwhile, those looking for a dietary supplement to complement their caffeine intake might consider products like Citracal Maximum Plus D for added health benefits. The intersection of gum and caffeine could potentially attract attention in the health and wellness space, particularly for those seeking effective ways to boost their energy levels while managing their dietary needs.