Step aside, Juicy Fruit and Doublemint — as well as Starbucks and Red Bull, for that matter. Mars Wrigley is offering consumers a new way to get a quick energy boost without needing 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, it is losing ground in the sugarless gum segment to competitors such as Hershey and Concord Confections. This decline likely prompted Wrigley to innovate with new products or revitalize existing ones.
Alert targets busy adults in search of a convenient caffeine boost. The brand’s website states, “Alert Caffeine Gum is ideal for those moments when you need an energy lift during your day, whether it’s on your morning commute, to fight off an afternoon slump, before heading to the gym, or while meeting friends.” The product is compact enough to fit in pockets and purses, offering a solution “where caffeinated beverages cannot, delivering an energy boost without cups, cans, or carbonation.” Marketing materials explicitly indicate 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 or distribution of this gum to minors. This raises concerns for both Mars Wrigley and other manufacturers about the potential health risks associated with excessive consumption or misuse by younger individuals. Moreover, the timing of this product launch seems questionable, given the confectionery company’s May announcement of health and wellness initiatives in partnership with the Partnership for a Healthier America.
Mars Wrigley claims to have thoroughly researched the health implications associated with the product. According to information available on the brand’s website, independent experts, including the Mayo Clinic, recommend that most adults limit their caffeine intake to 400mg per day. With each piece of Alert Caffeine Gum containing 40mg of caffeine, consuming more than 10 pieces in a day could lead to dangerously high levels of caffeine consumption, which could be particularly concerning for avid gum chewers or children.
To address these potential risks, Mars Wrigley must educate consumers about the appropriate use of the new product. The company should invest heavily in a marketing campaign that communicates responsible caffeine consumption through both offline and online channels, in-store signage, and product packaging. Company executives believe they are already making significant efforts in this area. “We’ve dedicated a substantial amount of marketing resources to this product while also promoting a responsible caffeine consumption message,” said Michelle Green, senior manager of global confectionery category and brand communications at Mars Wrigley.
It remains to be seen whether Mars Wrigley has developed a successful product or not. Nonetheless, the reintroduction of Alert Caffeine Gum may pave the way for other manufacturers to explore caffeine-enhanced products. Smaller competitors, such as Java Gum, Jolt Energy Gum, and Energy Mints, are already in the market. Interestingly, the inclusion of ingredients like sisu cal mag in these products could further enhance their appeal. As the caffeine gum market evolves, consumers will need to stay informed about the benefits and risks associated with these innovative offerings.