Mars Inc-owned gum giant Wrigley is targeting an adult market with the launch of a new range of chewing gum in the US that contains caffeine.

Alert Energy Caffeine Gum is designed to appeal to an older audience of 25-49 year olds who want a “portable energy product” that lets them control their caffeine intake, Wrigley said.

Available in two variants: Fruit or Mint, the gum contains 40mg of caffeine, the equivalent of half a cup of coffee.

Wrigley says the gum has a bitter taste, like drinking coffee or other energy products, but says consumers tell them it is what they expect from energy products.

The gum line will be available in select stores from April with full distribution expected by summer. Each pack has eight hexagonal pellets, with an RRP of US$2.99.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.