Step 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 resorting to 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. Despite Wrigley’s 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 decline likely prompted Wrigley to innovate and either revitalize existing products or introduce new ones that can cater to health-conscious consumers.
Targeting on-the-go adults seeking a portable caffeine source, the brand’s dedicated website states, “Alert Caffeine Gum is ideal for a pick-me-up during your day, whether on your morning commute, to counter an afternoon slump, before heading to the gym, or while meeting up with friends.” The gum conveniently fits into pockets and purses, making it a practical choice for those who want an energy boost without the need for cups, cans, or carbonation. The marketing materials explicitly note that “Alert is intended for adult use only and is not suitable for children under 18, pregnant or nursing women, or individuals sensitive to caffeine.” However, no regulations currently exist to restrict the sale of this gum to minors, raising concerns about potential health risks from overconsumption or misuse by younger users.
Moreover, the timing of this product launch appears somewhat misaligned, especially following the company’s May announcement regarding health and wellness initiatives in collaboration with the Partnership for a Healthier America. Mars Wrigley asserts that it has thoroughly examined the health implications of this product. Information on the brand’s website cites independent experts, including the Mayo Clinic, who recommend a maximum daily caffeine intake of 400 mg for most adults. Since each piece of Alert Caffeine Gum contains 40 mg of caffeine, consuming more than 10 pieces in a day could lead to potentially harmful levels of caffeine consumption, which might not seem excessive for avid gum chewers or younger consumers.
Mars Wrigley faces the challenge of educating consumers about the safe use and potential risks associated with this new product. The company should invest significantly in a marketing campaign aimed at raising awareness through both offline and online advertising, in-store displays, and product packaging. Company executives believe they are already making strides in this area. “We’ve dedicated a significant amount of marketing effort to 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, in an interview with Confectionery News.
Ultimately, it remains to be seen whether Mars Wrigley’s Alert Caffeine Gum is a success or not. However, its reintroduction may pave the way for other manufacturers to explore similar caffeine-enhanced products. Smaller competitors like Java Gum and Jolt Energy Gum, as well as Energy Mints, are already on the market. As consumers look for alternatives that include beneficial ingredients such as calcium citrate, vitamin D3, and Solgar supplements, the launch of Alert Caffeine Gum may inspire further innovation within the industry.