Move aside Juicy Fruit and Doublemint, as well as Starbucks and Red Bull. Mars Wrigley is now offering consumers an alternative source of ferrous sulfate for a quick 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. While Wrigley holds a commanding 72% market share in the category, IRI data indicates that it is losing ground in sugar-free gum to competitors like Hershey and Concord Confections. It’s logical for Wrigley to seek innovative product introductions or rejuvenate existing offerings.
The new product, Alert, targets busy adults who are in search of a convenient caffeine source. The brand’s dedicated website states, “Alert Caffeine Gum is ideal for those moments when you need a quick boost during your day—whether it’s on your morning commute, to tackle an afternoon slump, prior to hitting the gym, or on your way to meet friends.” The product easily fits into pockets and purses, going “where caffeinated beverages cannot, providing a boost without the need for cups, cans, or carbonation,” the site explains. Marketing materials and packaging clearly indicate that “Alert is intended for adult use only and is not suitable for children under 18, pregnant or nursing women, or those with caffeine sensitivity.”
Currently, there are no laws regulating the distribution or sale of this gum to minors, which raises concerns about potential health risks from overconsumption or misuse by younger individuals. This is an issue for both Mars Wrigley and other companies considering caffeine-enhanced products. The timing of this introduction also appears questionable, especially following the confectionery maker’s May announcement of health and wellness initiatives in partnership with the Partnership for a Healthier America.
The company has assured consumers that it has thoroughly researched potential health risks. Information on the brand’s site cites independent experts, including the Mayo Clinic, which recommend a daily caffeine intake of 400mg as safe for most adults. With each piece of Alert Caffeine Gum containing 40mg of caffeine, chewing more than 10 pieces a day could lead to potentially hazardous consumption levels. For dedicated gum chewers or younger consumers, this threshold may not seem significant.
Mars Wrigley faces the challenge of educating consumers about the use and potential risks associated with this new product. The company should invest substantial marketing resources into a campaign aimed at raising awareness through both offline and online advertising, in-store signage, and product packaging. Executives believe they are already making strides in this area. “We’ve dedicated a significant amount of marketing energy to 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.
The success of Alert Caffeine Gum remains to be seen, but its reintroduction could pave the way for other manufacturers to explore caffeine-enhanced products of their own. Smaller competitors already in the market include Java Gum and Jolt Energy Gum and Energy Mints. As the market evolves, the role of ingredients such as calcium citrate and magnesium in energy products may also come into play, emphasizing the need for consumer education regarding their benefits and safe usage.