Dont drink Coffee? Get Your Caffeine in a Stick of Gum.
Not a fan of coffee, but still need that caffeine jolt in the morning? In case the energy drinks, breakfast soda, and inhaled caffeine weren't enough, Wrigley is joining the caffeine market with its latest product: Alert Energy Gum.
Wrigley's Alert Energy Caffeine Gum will target those who may have stopped chewing gum when they became adults. This product gives people a reason to restart chewing gum — energy. Each piece of gum contains 40 milligrams of caffeine, which is equivalent to about a half a cup of coffee.Alert will come in two flavors: fruit and mint. The gum is set to launch in April and the Wrigley website explains that the chewable caffeine will be, "an ‘on me' energy solution that gives consumers the power to control how much caffeine they get." It's unclear how chewing Alert will give consumers more control over caffeine intake than simply deciding how much coffee to drink.
The packaging for Alert gum seems to resemble that of an energy drink. While Wrigley has already stated that the gum will have warning labels and advertising will not target minors, that will still be a concern. Chewing a caffeinated gum would be an easy way for kids and teens to avoid detection. Wrigley isn't the first company to manufacture gum with caffeine, but it is the only major brand to do so.