Wrigley’s gum, the national gum company powerhouse, will be launching a new chewing gum next month with added caffeine. This new gum, called Alert Energy Caffeine Gum, is supposedly only to be targeted towards an adult population. We’ll see if that sticks (no pun intended)…
The gum looks like it’s going to have about 40mg of caffeine per piece of gum. This is about half the amount of caffeine in 1 cup of coffee. So, on one hand there’s a small amount of caffeine in the stick of gum. But, on the other hand, what if you chew multiple pieces of gum per day? That’s a lot of caffeine that can add up really quick. And knowing Americans and our problems with portion control, I could see a lot of people consuming a lot of caffeine without trying even hard. It’s bad enough that healthcare providers are currently advising people to cut back on caffeine. But, with this added source- I think people really need to be careful and aware of what they’ll be consuming.
Normally people should not ingest more than 200-300 mg of caffeine per day. When people consume more than this, side effects are associated like shakiness, sleep problems, and GI disturbances.
The new gum will be sold in convenience stores and food retailers all over America. This isn’t the first caffeinated gum to hit the market though but, it’ll be the first from Wrigley’s brand and its associated marketing power behind it.
Energy drinks have become an in-demand product over the years. According to Euromonitor International, a global market research firm, U.S. gum sales are down 3.8% since 2008, while sales of energy drinks are up 41% during the same period. Wrigley’s sales make up more than half the gum market, according to Euromonitor.
Again, Wrigley claims that it intends to market the gum to consumers age 25 and older. A warning label is placed on the back of the gum package saying it’s “not recommended for children.” The public should be concerned about this. In October, a wrongful death lawsuit was filed against energy drink maker Monster Beverage after a 14-year-old girl died of cardiac arrest. The suit charges that she had 2 of the drinks in 24 hours before her death. The FDA has also started a probe into whether there are deaths tied to another energy drink, Five Hour Energy.