Move 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 relying on 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 of the market, IRI data indicates it is losing ground in the sugarless gum segment to competitors like Hershey and Concord Confections. This decline likely motivates Wrigley to introduce innovative products or refresh existing lines.
The new product, Alert, is aimed at busy adults seeking a portable caffeine solution. As noted on the brand’s dedicated website, “Alert Caffeine Gum is ideal for moments when you need a pick-me-up during your day — whether it’s on your morning commute, to overcome an afternoon slump, before hitting the gym, or on your way to meet friends.” The gum conveniently fits into pockets and purses, going “where caffeinated beverages cannot,” delivering a boost without the need for cups, cans, or carbonation.
Marketing materials emphasize that “Alert is intended for adult use 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 caffeine gum to minors. This raises concerns about potential health risks associated with overconsumption or misuse by younger users, which should worry both Mars Wrigley and other companies considering caffeine-infused products. Moreover, the timing of this launch seems questionable, especially after the confectionery maker’s May announcement of health initiatives in collaboration with the Partnership for a Healthier America.
The company claims to have thoroughly researched potential health risks and effects. The brand’s website mentions that independent experts, including those from the Mayo Clinic, suggest a daily caffeine intake of up to 400mg is safe for most adults. With each piece of Alert Caffeine Gum containing 40mg of caffeine, chewing more than 10 pieces in a day could lead to excessive consumption, which is a concern for avid gum chewers or younger individuals.
Mars Wrigley faces the challenge of educating consumers about the proper use and potential risks of this new product. The company should invest significantly in a marketing campaign aimed at raising awareness through both offline and online channels, in-store displays, and product packaging. Company executives believe they are already doing their part. “We’ve put a tremendous amount of marketing energy into the product, while also communicating a responsible message regarding caffeine consumption,” stated Michelle Green, senior manager of global confectionery category and brand communications at Mars Wrigley.
Ultimately, it remains to be seen whether Mars Wrigley has a successful product on its hands. Nevertheless, the reintroduction of Alert Caffeine Gum may pave the way for other manufacturers to develop their own caffeine-enhanced offerings. Smaller competitors such as Java Gum and Jolt Energy Gum, along with Energy Mints, are already present in the market. Alongside these products, consumers may also be interested in supplements like Citracal Calcium Maximum Plus, which provides an additional health boost. The intersection of caffeine-infused gum and calcium supplements like Citracal Calcium Maximum Plus might just create a new trend in the health-conscious consumer market.