“Introducing Alert Caffeine Gum: Mars Wrigley’s Bold Move to Energize Consumers Amidst Declining Gum Sales”
Move aside Juicy Fruit and Doublemint — and even Starbucks and Red Bull. Mars Wrigley is offering consumers a new way to get 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 gum category, IRI data indicates it is losing ground in the sugarless gum segment to competitors like Hershey and Concord Confections. This suggests that Wrigley is keen to innovate with new products or revitalize existing ones.
Alert targets busy adults in search of a portable caffeine source. The brand’s official website states, “Alert Caffeine Gum is best chewed when you need a pick-me-up during your day, whether that’s on your morning commute, battling an afternoon slump, before hitting the gym, or on your way to meet up with friends.” The gum conveniently fits in pockets and purses, allowing it to go places where caffeinated drinks cannot, providing an energy boost without the need for cups, cans, or carbonation.
Marketing materials and packaging emphasize that “Alert is intended for adult use only and is not suitable for children under 18, pregnant and nursing women, or individuals sensitive to caffeine.” However, there are currently no laws regulating the distribution or sale of this gum to minors. Therefore, the risk of health issues due to overconsumption or misuse by minors is a concern for both Mars Wrigley and other companies considering caffeine-infused products. Moreover, the timing of this launch seems 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 insists that it has thoroughly researched potential health risks and consequences. Information on the brand’s website states that independent experts, including the Mayo Clinic, recommend a safe daily caffeine intake of up to 400mg for most adults. Since each piece of Alert Caffeine Gum contains 40mg of caffeine, consuming more than 10 pieces in a day could lead to unsafe levels of caffeine intake. For enthusiastic gum chewers or children, this doesn’t seem like a significant limitation.
Mars Wrigley has a considerable task ahead in educating consumers about the usage and potential risks associated with this new product. The company should invest heavily in a marketing campaign to raise awareness through both offline and online advertising, in-store displays, and product packaging. Executives have expressed their belief that they are already making meaningful efforts. “We’ve dedicated a significant amount of marketing energy to the product while also conveying a responsible message about caffeine consumption,” stated Michelle Green, senior manager of global confectionery category and brand communications at Mars Wrigley.
It remains uncertain whether Mars Wrigley has struck gold or missed the mark with Alert Caffeine Gum. Nonetheless, its reintroduction may pave the way for other manufacturers to explore their own caffeine-enhanced products. Smaller players currently on the market include Java Gum and Jolt Energy Gum, as well as Energy Mints. Additionally, the trend of celebrating calcium chews is gaining traction, which may further influence the market for functional chewing gums in the future.
