Is this a bad time for Wrigley to pump its gum up with caffeine?

Dive Summary:

  • Wrigley's is set to release their new Alert energy gum in April.  Each piece of gum is likely to have the same caffeine content as half a cup of coffee.
  • The gum, however, is being released at a volatile time for energy supplements as many energy drink makers are being brought to court for their marketing and effects on children.
  • For this reason, Wrigley's has not advertised the gum to a younger crowd.  With gum's prime demographic being 18-24 year olds however, analysts expect the gum to have a rocky reception. 

From the article:

“While Wrigley may have found a way into the new ‘meta-category’ of energy foods, the restrictive parameters it must keep on the launch to avoid challenges from regulatory agencies mean that it cannot leverage gum’s
strongest demographic,” added Mongelonsky.

Recommended Reading

Food Navigator - USA: Read More


Top Image Credit: CBS News

Filed Under:

Food Processing