Step aside 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 needing a cup or can. According to IRI data reported by Food Navigator-USA, U.S. gum sales saw a 4% decline in the first half of 2017. While Wrigley holds a commanding 72% market share in the gum category, IRI data indicates that it is losing ground in the sugarless gum segment to competitors like Hershey and Concord Confections. This trend likely prompted Wrigley to consider launching innovative products or revitalizing existing ones.
The new Alert Caffeine Gum targets busy adults in search of a convenient caffeine fix. The brand’s dedicated website emphasizes that “Alert Caffeine Gum is ideal for a midday boost, whether you need it during your morning commute, to fend off an afternoon slump, before heading to the gym, or while meeting friends.” The product is designed to easily fit into pockets and purses, offering a caffeine source where traditional beverages can’t, all without the need for cups, cans, or carbonation. Marketing materials and packaging clearly state that “Alert is intended for adults and is not suitable for children under 18, pregnant and nursing women, or those sensitive to caffeine.”
Currently, there are no laws regulating the distribution or sale of this gum to minors. As a result, the potential health risks associated with overconsumption or misuse by younger individuals should be a concern for Mars Wrigley and other manufacturers considering caffeine-enhanced products. Additionally, the timing of this launch is curious, especially following the confectionery maker’s May announcement regarding health initiatives in partnership with the Partnership for a Healthier America.
Mars Wrigley assures consumers that they have taken potential health risks seriously. According to information from the brand’s website, independent experts like the Mayo Clinic recommend a daily caffeine limit of 400mg for most adults. Since each piece of Alert Caffeine Gum contains 40mg of caffeine, consuming more than 10 pieces a day could lead to unsafe levels. For enthusiastic gum chewers or children, this amount could be concerning.
Mars Wrigley faces the challenge of educating consumers about the appropriate use and potential risks of the new product. The company should invest significantly in marketing strategies to spread awareness through both offline and online advertising, promotions, in-store displays, and product packaging. Executives have indicated that they believe they are already making an effort. “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.
It remains uncertain whether Mars Wrigley will achieve success with this product. Nonetheless, the reintroduction of Alert Caffeine Gum may pave the way for other manufacturers to explore their own caffeine-enhanced options. Smaller brands like Java Gum and Jolt Energy Gum, as well as Energy Mints, are already present in the market. As the trend toward functional products continues, even Kirkland magnesium tablets are becoming more popular among consumers seeking health-focused alternatives. The landscape for caffeinated products could expand significantly in the coming years.