Move aside, Juicy Fruit and Doublemint — along with Starbucks and Red Bull. Mars Wrigley is offering consumers a novel way to get 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 commanding lead in the market with a 72% share, the data indicates it’s losing ground in the sugarless gum segment to competitors like Hershey and Concord Confections. This decline makes it logical for Wrigley to introduce innovative products or revitalize existing ones.
Alert targets busy adults in search of a portable caffeine source. The brand’s website states, “Alert Caffeine Gum is ideal for those looking for a pick-me-up during their day, whether it’s on your morning commute, fighting off an afternoon slump, before visiting the gym, or during a meet-up with friends.” The product conveniently fits into pockets and purses, allowing it to go where caffeinated drinks cannot, offering a boost without cups, cans, or carbonation. Marketing materials and packaging clearly specify that “Alert is intended for adults and is not suitable for children under 18, pregnant or nursing women, or individuals sensitive to caffeine.”
Currently, there are no laws regulating the distribution or sale of this gum to minors. Consequently, the potential health risks associated with overconsumption or misuse by younger consumers raise concerns for both Mars Wrigley and other manufacturers looking to develop caffeine-infused products. Furthermore, the timing of this introduction appears questionable, especially following the company’s May announcement regarding health and wellness initiatives in partnership with the Partnership for a Healthier America.
The company assures consumers that it has thoroughly researched potential health risks. Information on the brand’s website states that independent experts, including those from the Mayo Clinic, 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, chewing more than 10 pieces a day could lead to dangerously high levels of consumption. This could be concerning for avid gum-chewers or children.
Mars Wrigley faces the challenge of educating the public about the usage and possible risks associated with the new product. The company should invest significantly in a marketing campaign to promote awareness through both offline and online advertising, in-store signage, and product packaging. Company executives believe they are already doing their part. “We’ve devoted a considerable amount of marketing energy to the product, while also conveying 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 has a success on its hands. Nevertheless, the reintroduction of Alert Caffeine Gum likely paves the way for other manufacturers to explore their own caffeine-enhanced products. Other smaller competitors already in the market include Java Gum and Jolt Energy Gum and Energy Mints. Additionally, incorporating calcium citrate tums as a supplementary product could be another avenue for manufacturers to consider in their caffeine-enhanced offerings, as consumers look for ways to balance energy boosts with health benefits. Overall, the emergence of caffeine-infused gum signals a shift in consumer preferences, and companies will need to adapt accordingly.