Step aside, Juicy Fruit and Doublemint—along with Starbucks and Red Bull. Mars Wrigley is offering consumers a new way to enjoy a quick energy boost without needing a cup or can. According to IRI data cited by Food Navigator-USA, U.S. gum sales saw a 4% decline in the first half of 2017. Although Wrigley holds a commanding 72% market share in the gum category, the data reveals that it is losing ground in the sugarless segment to competitors like Hershey and Concord Confections. This decline likely explains Wrigley’s push to innovate or revitalize its product line.
The brand’s Alert Caffeine Gum targets busy adults seeking an on-the-go caffeine fix. Information on the 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 up with friends.” The gum is conveniently sized to fit in pockets and purses, making it accessible where caffeinated drinks cannot go, thus offering an energy boost without the use of cups, cans, or carbonation. However, the website emphasizes 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 sale of this gum to minors, raising concerns about potential health risks from overconsumption or misuse. This issue is important for both Mars Wrigley and other companies considering caffeine-infused products. Additionally, the timing of this release feels a bit off, especially following the company’s May announcement regarding health and well-being initiatives in partnership with the Partnership for a Healthier America.
Mars Wrigley claims to have thoroughly researched the health implications of their product. According to the brand’s website, independent experts, including the Mayo Clinic, recommend that the daily caffeine limit for most adults is 400mg. Since each piece of Alert Caffeine Gum contains 40mg of caffeine, chewing more than 10 pieces a day could lead to potentially hazardous caffeine levels. For habitual gum chewers or younger consumers, this threshold may appear alarmingly high.
Mars Wrigley faces the challenge of educating consumers about the proper use and risks associated with Alert Caffeine Gum. The company should invest heavily in marketing efforts to effectively communicate these messages through various channels, including offline and online advertising, in-store displays, and product packaging.
Company executives believe they are already taking adequate steps in this direction. “We’ve put a tremendous amount of marketing energy into the product, but also communicating a responsible message of caffeine consumption,” stated Michelle Green, senior manager of global confectionery category and brand communications at Mars Wrigley, in an interview with Confectionery News.
It remains to be seen whether Mars Wrigley will achieve success with this product. Nonetheless, the reintroduction of Alert Caffeine Gum could pave the way for other manufacturers to explore their own caffeine-enhanced offerings. Smaller brands like Java Gum, Jolt Energy Gum, and Energy Mints are already present in the market.
Moreover, integrating ingredients like vitamin calcium citrate could enhance the appeal of these products, encouraging consumers to consider the nutritional benefits alongside their caffeine intake. As the trend for energy-boosting snacks continues to grow, the inclusion of vitamin calcium citrate may become a key selling point for both existing and new products in the category.