Move over 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 reaching 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. Although Wrigley holds a commanding 72% share of the gum market, IRI data reveals that it is losing ground in the sugarless gum segment to competitors like Hershey and Concord Confections. This shift likely encourages Wrigley to innovate with new products or revitalize existing ones.
The new product, Alert, is aimed at busy adults seeking a portable source of caffeine. The brand’s website explains, “Alert Caffeine Gum is ideal for those moments when you need a boost during your day, whether it’s on your morning commute, to tackle an afternoon slump, before exercising, or while heading out to meet friends.” The gum is conveniently sized to fit in pockets or purses, allowing it to go “where caffeinated beverages cannot, providing an energy lift without cups, cans, or carbonation.” 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.”
At present, there are no laws regulating the sale of this gum to minors. Thus, the possibility of health risks from overconsumption or misuse by younger individuals raises concerns for both Mars Wrigley and other companies contemplating caffeine-infused products. Additionally, the timing of this launch appears somewhat questionable, particularly given the confectionery maker’s recent announcement of health and well-being initiatives in collaboration with the Partnership for a Healthier America.
Mars Wrigley assures consumers that thorough research was conducted regarding potential health risks. According to their website, independent experts, including those from the Mayo Clinic, recommend a daily caffeine intake of up to 400mg as safe for most adults. Each piece of Alert Caffeine Gum contains 40mg of caffeine, implying that chewing more than 10 pieces daily could lead to dangerously high levels of consumption. For enthusiastic gum chewers or children, this could pose a significant risk.
To address this issue, Mars Wrigley must invest considerable marketing resources into educating consumers about the proper use and potential risks associated with this new product. A comprehensive campaign that includes offline and online advertising, promotions, in-store signage, and product packaging will be essential. Company executives believe they are already taking steps in the right direction. “We’ve invested a substantial amount of marketing energy 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.
Whether Mars Wrigley has a successful product on its hands remains to be seen, but the reintroduction of Alert Caffeine Gum likely paves the way for other manufacturers to explore their own caffeine-enhanced offerings. Smaller competitors like Java Gum, Jolt Energy Gum, and Energy Mints are already present in the market. Furthermore, as consumers increasingly look for convenient energy sources, integrating products like calcium citrate vitamin D3 tablets into daily routines may become common, emphasizing the need for education on safe consumption levels.