Step aside, Juicy Fruit and Doublemint, as well as Starbucks and Red Bull. Mars Wrigley is offering consumers a new option for 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 dropped by 4% in the first half of 2017. Wrigley holds a commanding 72% market share in the category, but it is gradually losing ground to competitors like Hershey and Concord Confections, particularly in the sugarless gum segment. This shift makes it logical for Wrigley to consider launching innovative products or revitalizing existing ones.
Their new product, Alert, targets busy adults in search of a convenient source of caffeine. As stated on the brand’s dedicated website, “Alert Caffeine Gum is ideal for those moments when you need a pick-me-up throughout your day—whether during your morning commute, to fight off an afternoon slump, before heading to the gym, or on your way to meet friends.” The gum is designed to fit easily in pockets and purses, allowing it to be consumed “where caffeinated beverages cannot, providing an energy boost without cups, cans, or carbonation,” according to the website.
Marketing materials make it clear that “Alert is intended for adults and is not suitable for children under 18, pregnant and nursing women, or individuals sensitive to caffeine.” However, there are currently no laws regulating the distribution or sale of this gum to minors, raising concerns about potential health risks from overconsumption or misuse by younger individuals. This is a critical issue for both Mars Wrigley and other manufacturers considering caffeine-infused products.
Additionally, the timing of this product launch seems somewhat questionable, especially following the company’s May announcement of health and wellness initiatives in collaboration with the Partnership for a Healthier America. Mars Wrigley assures consumers that they have thoroughly researched potential health risks. 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, which means consuming more than 10 pieces daily could lead to dangerously high levels of caffeine intake. For frequent gum chewers or children, this could pose a real risk.
Mars Wrigley faces the challenge of educating consumers about the proper use and potential risks associated with this new product. The company should invest heavily in a marketing campaign aimed at raising awareness through both offline and online advertising, in-store signage, and product packaging. Company executives believe they are already making significant efforts in this area. “We’ve dedicated considerable marketing resources to the product while also promoting a responsible message regarding caffeine consumption,” said 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 successful product with Alert Caffeine Gum. Nonetheless, its reintroduction may pave the way for other manufacturers to explore caffeine-enhanced products as well. Smaller brands like Java Gum and Jolt Energy Gum, along with Energy Mints, are already making their mark in the market.
In the context of health supplements, the debate between dicalcium malate vs calcium citrate continues, particularly for those considering their calcium intake alongside caffeine consumption. The potential implications of these supplements should also be part of the conversation as consumers navigate their options.