Move aside Juicy Fruit and Doublemint — not to mention Starbucks and Red Bull — because Mars Wrigley is introducing a new way for consumers to get an energy boost without needing a cup or can. While U.S. gum sales fell by 4% in the first half of 2017, according to IRI data reported by Food Navigator-USA, Wrigley maintains a significant presence in the market with a 72% share. However, it is losing ground in the sugarless gum sector to competitors like Hershey and Concord Confections. Therefore, it makes sense for Wrigley to innovate and reinvigorate its product line.
Alert Caffeine Gum targets busy adults seeking a portable caffeine fix. The brand’s dedicated website states, “Alert Caffeine Gum is best chewed when you’re looking for a pick-me-up during your day, whether that’s on your morning commute, to combat an afternoon slump, before you hit the gym, or on your way to meet friends.” The product conveniently fits in pockets and purses, offering a boost “where caffeinated beverages cannot, providing energy without cups, cans, or carbonation,” as highlighted on the website. Marketing materials specify that “Alert is intended for adults and is not recommended for children under 18, pregnant or nursing women, or those sensitive to caffeine.” However, there are currently no regulations governing the sale of this gum to minors, raising concerns about the potential health risks associated with overconsumption or misuse by younger individuals.
The timing of this launch seems curious, especially considering the confectionery maker’s May announcement regarding health and wellness initiatives in partnership with the Partnership for a Healthier America. Nevertheless, the company claims it has thoroughly researched potential health risks. According to information from 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. Since each piece of Alert Caffeine Gum contains 40mg of caffeine, consuming more than 10 pieces in a day could lead to dangerously high levels of caffeine intake, which may not seem excessive for frequent gum chewers or children.
Mars Wrigley faces an uphill battle in educating consumers about the use and potential risks associated with this new product. The company should invest significantly in marketing campaigns to raise awareness through both offline and online advertising, in-store signage, and product packaging. Executives at the company believe they are already taking responsible steps. “We’ve put a tremendous amount of marketing energy into the product, while also communicating a responsible message about caffeine consumption,” said Michelle Green, senior manager of global confectionery category and brand communications at Mars Wrigley.
Ultimately, it remains to be seen whether Mars Wrigley will succeed with Alert Caffeine Gum. However, this reintroduction likely paves the way for other manufacturers to explore their own caffeine-enhanced products. Smaller competitors like Java Gum and Jolt Energy Gum, as well as Energy Mints, are already in the market. As the trend toward caffeine-infused items grows, products such as the ferrous calcium citrate and folic acid tablets may become more common, highlighting the ongoing demand for innovative energy solutions.