Move aside, Juicy Fruit and Doublemint — along with Starbucks and Red Bull, for that matter. Mars Wrigley is offering consumers a new way to get an 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. Although Wrigley commands a significant portion of the market with a 72% share, IRI data indicates that it is losing ground in the sugarless gum segment to competitors like Hershey and Concord Confections. It’s clear that Wrigley aims to introduce innovative products or revitalize existing ones.
Alert targets busy adults in search of a convenient caffeine fix. The brand’s dedicated website emphasizes, “Alert Caffeine Gum is ideal for moments when you need a pick-me-up during your day, whether it’s during your morning commute, to fight an afternoon slump, before your workout, or on your way to meet friends.” The product easily fits in pockets and purses, offering an alternative to caffeinated beverages by providing an energy boost without cups, cans, or carbonation. However, marketing materials specifically state that “Alert is intended for adults and not for children under 18, pregnant and nursing women, or individuals sensitive to caffeine.”
Currently, there are no regulations governing the distribution or sale of the gum to minors. This raises concerns about potential health risks associated with overconsumption or misuse by younger users, which should be a priority for both Mars Wrigley and other companies considering caffeine-enhanced products. Additionally, the timing of this launch may seem questionable, especially following the company’s announcement in May regarding health and wellness initiatives in partnership with the Partnership for a Healthier America.
Mars Wrigley assures consumers that it has carefully evaluated potential health risks. Information on the brand’s website cites independent experts, including the Mayo Clinic, who recommend a daily caffeine intake of up to 400mg as safe for most adults. Given that each piece of Alert Caffeine Gum contains 40mg of caffeine, chewing more than 10 pieces a day could lead to dangerously high levels of consumption. For enthusiastic gum chewers or younger individuals, this limit may not seem substantial.
Mars Wrigley faces the challenge of educating consumers about the use and possible risks of this new product. The company needs to invest significantly in a marketing campaign that effectively communicates responsible caffeine consumption through offline and online advertising, in-store signage, and product packaging. Company executives believe they are already contributing to this effort. “We’ve dedicated a significant amount of marketing energy to the product while also promoting a responsible message regarding caffeine intake,” said Michelle Green, senior manager of global confectionery category and brand communications at Mars Wrigley.
It remains to be seen whether Mars Wrigley has a success on its hands. Nonetheless, the reintroduction of Alert Caffeine Gum likely paves the way for other manufacturers to explore caffeine-enhanced products. Smaller brands like Java Gum and Jolt Energy Gum and Energy Mints are already in the market. Additionally, the potential health benefits of combining caffeine with calcium citrate 250 mg tablets could be an avenue worth exploring for future product innovations.