Move aside Juicy Fruit and Doublemint — along with Starbucks and Red Bull. Mars Wrigley is offering consumers a new way to experience a quick boost of energy 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. Although Wrigley holds a commanding lead in the category with a 72% market share, IRI reports indicate that the company is losing ground in the sugarless gum sector to competitors like Hershey and Concord Confections. This decline prompts Wrigley to consider launching innovative products or revitalizing existing ones.
The new Alert Caffeine Gum targets busy adults in need of a convenient caffeine source. The brand’s website notes, “Alert Caffeine Gum is ideal for those moments when you need a pick-me-up, whether during your morning commute, to fight an afternoon slump, before a workout, or on your way to meet friends.” The gum is designed to easily fit in pockets and purses, allowing it to go “where caffeinated beverages cannot, providing a boost without cups, cans, or carbonation,” as stated on the site. Marketing materials emphasize that “Alert is intended for adult use only, and is not suitable for children under 18, pregnant or nursing women, or individuals sensitive to caffeine.” However, there are currently no laws regulating the sale or distribution of this gum to minors, raising concerns about potential health risks from overconsumption or misuse by younger users. This is a significant issue for Mars Wrigley and other companies contemplating the release of caffeine-infused products.
Additionally, the timing of this product launch seems questionable, especially following the company’s May announcement about health and wellness initiatives in partnership with the Partnership for a Healthier America. Mars Wrigley reassures consumers that they have thoroughly researched potential health risks. Information on the brand’s website cites independent experts, including those from the Mayo Clinic, who recommend that a daily caffeine intake of 400mg is generally safe for most adults. With each piece of Alert Caffeine Gum containing 40mg of caffeine, this suggests that consuming more than 10 pieces daily could lead to hazardous levels of caffeine intake. For avid gum chewers or children, this amount may not seem excessive.
Mars Wrigley has a significant task ahead in educating consumers about the proper use and potential risks associated with this new product. The company should invest heavily in a marketing campaign aimed at raising awareness through both online and offline advertising, in-store signage, and product packaging. Company executives believe they are already making strides in this area. “We’ve dedicated considerable marketing efforts to the product, while also promoting responsible caffeine consumption,” stated Michelle Green, senior manager of global confectionery category and brand communications at Mars Wrigley.
Whether Mars Wrigley will find success with Alert Caffeine Gum remains to be seen. Nonetheless, its reintroduction may pave the way for other manufacturers to explore their own caffeine-enhanced offerings. Smaller competitors like Java Gum and Jolt Energy Gum, along with Energy Mints, have already entered the market. As consumers navigate the landscape of new products, questions about health implications, such as whether calcium citrate causes kidney stones, will undoubtedly arise, reinforcing the importance of responsible consumption and education about caffeine use.