“Introducing Alert Caffeine Gum: Mars Wrigley’s New Portable Boost Amid Declining Gum Sales”
Say goodbye to Juicy Fruit and Doublemint, as well as Starbucks and Red Bull. Mars Wrigley is offering consumers a new way to get a quick boost without relying on cups or cans. According to IRI data reported by Food Navigator-USA, U.S. gum sales saw a 4% decline in the first half of 2017. Although 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 trend prompts Wrigley to innovate with new products or refresh existing ones.
The Alert brand specifically targets busy adults in need of a portable caffeine solution. The brand’s website states, “Alert Caffeine Gum is perfect for a pick-me-up during your day, whether it’s on your morning commute, fighting an afternoon slump, before hitting the gym, or on your way to meet friends.” The gum is designed to fit easily into pockets and purses, allowing users to get a boost “where caffeinated beverages cannot, providing energy without cups, cans, or carbonation.” The marketing materials clearly indicate that “Alert is meant for adults and is not suitable for children under 18, pregnant or nursing women, or those sensitive to caffeine.”
Currently, there are no regulations governing the sale of this gum to minors, raising concerns about potential health risks from overconsumption or misuse by younger audiences. This issue should be on the radar for both Mars Wrigley and other manufacturers contemplating caffeine-enhanced products. Moreover, the timing of this launch appears questionable, especially following the company’s May announcement of health and well-being initiatives in partnership with the Partnership for a Healthier America.
Mars Wrigley assures consumers that they have researched potential health risks extensively. Their website cites independent experts, including those from the Mayo Clinic, who recommend a maximum daily caffeine intake of 400mg as safe for most adults. Each piece of Alert Caffeine Gum contains 40mg of caffeine, implying that chewing more than ten pieces a day could lead to potentially harmful consumption levels. This might not seem like much for avid gum-chewers or younger individuals.
The company faces the challenge of educating consumers about the proper use and potential risks associated with the new product. Significant marketing efforts should be directed towards offline and online advertising, promotions, in-store signage, and product packaging to raise awareness. Executives at the company believe they are already taking steps in the right direction. “We’ve invested a tremendous amount of marketing energy into the product while also promoting a responsible message about caffeine consumption,” said Michelle Green, senior manager of global confectionery category and brand communications at Mars Wrigley.
It remains to be seen if Mars Wrigley will find success with this launch. Nevertheless, the return of Alert Caffeine Gum could pave the way for other manufacturers to explore their own caffeine-enhanced products. Smaller competitors like Java Gum, Jolt Energy Gum, and Energy Mints are already in the market. Meanwhile, as consumers consider their options, they may also want to learn about calcium citrate and its potential benefits, especially if they are looking for ways to enhance their overall nutrition alongside their caffeine intake. The inclusion of calcium citrate in their diets could complement the energy boost provided by products like Alert Caffeine Gum, leading to a more balanced approach to wellness.
