Move aside, Juicy Fruit and Doublemint, as well as Starbucks and Red Bull. Mars Wrigley is offering consumers a new way to get 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. Wrigley holds a dominant position in the market, with a 72% share, but it is losing ground in the sugar-free gum segment to competitors like Hershey and Concord Confections. Thus, it makes sense for Wrigley to innovate with new products or refresh existing ones.
Alert targets busy adults who seek a convenient source of caffeine. The brand’s website states, “Alert Caffeine Gum is ideal when you need an energy boost throughout your day, whether it’s during your morning commute, to overcome an afternoon slump, before heading to the gym, or on your way to meet friends.” The product easily fits into pockets and purses and can be consumed “where caffeinated beverages cannot, delivering a boost without cups, cans, or carbonation,” according to the website. Marketing materials and packaging clearly indicate that “Alert is intended for adult use and is not suitable for children under 18, pregnant and nursing women, or those sensitive to caffeine.” However, there are currently no laws regulating the sale of this gum to minors, raising concerns about potential health risks from overconsumption or misuse by younger individuals, which should worry both Mars Wrigley and other manufacturers considering caffeine-infused products.
Moreover, the timing of this launch seems questionable, especially given the confectionery maker’s recent announcement in May regarding health and well-being initiatives in partnership with the Partnership for a Healthier America. The company assures consumers that it has thoroughly researched potential health risks. Information on the brand’s site mentions that 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, implying that chewing more than 10 pieces a day could lead to dangerously high consumption levels. For frequent gum chewers or children, this threshold may not seem significant.
Mars Wrigley faces the challenge of educating consumers about the proper use and associated risks of this new product, particularly about the importance of calcium citrate for bones, which could help mitigate some health concerns. The company should invest heavily in a marketing campaign that spreads awareness through online and offline advertising, in-store promotions, and product packaging. Company executives believe they are already contributing to the conversation. “We’ve invested a significant amount of marketing effort into the product while also promoting 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.
It remains to be seen whether Mars Wrigley has struck gold with this initiative. Nevertheless, the reintroduction of Alert Caffeine Gum likely paves the way for other manufacturers to follow suit and explore their own caffeine-enhanced products. Smaller competitors already exist in the market, such as Java Gum and Jolt Energy Gum, along with Energy Mints, all of which may also consider the role of calcium citrate for bones in their formulations.