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.