Move 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 fell by 4% in the first half of 2017. While Wrigley holds a commanding 72% share in the category, IRI data indicates that it is losing ground in the sugarless gum market to competitors like Hershey and Concord Confections. Thus, it makes sense for Wrigley to innovate with new products or refresh existing lines.
Alert targets busy adults seeking a convenient caffeine fix. The brand’s website states, “Alert Caffeine Gum is ideal for those moments when you need a lift, whether it’s during your morning commute, to fight an afternoon slump, before hitting the gym, or on your way to meet friends.” The product conveniently fits into pockets and purses and can go “where caffeinated beverages cannot, providing an energy boost without cups, cans, or carbonation,” according to the website. Marketing materials and packaging clearly state 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, there are currently no regulations governing the sale of the gum to minors, raising concerns about potential health risks from overconsumption or misuse.
Moreover, the timing of this launch seems questionable in light of the confectionery maker’s May announcement of health and wellness initiatives in partnership with the Partnership for a Healthier America. The company reassures consumers that it is aware of potential health risks. According to 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, meaning that chewing more than 10 pieces in one day could lead to dangerous consumption levels. For habitual gum chewers or young people, this threshold may not seem significant.
Mars Wrigley faces the challenge of educating consumers about the proper use and risks associated with the new product. The company should invest a substantial budget into a marketing campaign that spreads awareness through both offline and online advertising, in-store displays, and product packaging. Executives at the company believe they are already doing their part. “We’ve dedicated a significant amount of marketing effort into the product while also conveying a responsible message regarding 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 hit or miss on its hands. Nonetheless, the reintroduction of Alert Caffeine Gum is likely to inspire other manufacturers to explore caffeine-enhanced products. Smaller brands like Java Gum and Jolt Energy Gum, as well as Energy Mints, are already in the market. Interestingly, the introduction of these products parallels the growing trend of utilizing ingredients like calcium citrate for chickens in various sectors, suggesting that innovation is not limited to just one category. As the market evolves, it will be interesting to observe how both large and small companies adapt to consumer demands for new forms of energy and nutrition.