Starting next month, a new gum from Wrigley will offer more than something to chew on. One piece of Alert Energy Caffeine Gum packs 40 milligrams of caffeine, about as much as a half of a cup of coffee or a whole dark chocolate bar.
Targeted at adults ages 25 to 49, the company believes the “bitter taste, hexagonal pellet, primary packaging and premium price point” are what will differentiate it in the market.
The idea for Alert started when Wrigley was looking for ways to expand its line to “functional and ‘occasion-based’ reasons to chew.”
Wrigley, the company behind brands like Orbit, Eclipse, Juicy Fruit and Altoids, is taking care with its product marketing. Advertising geared toward adults and a warning label on the package are attempts to keep the gum out of the hands of kids.
Available in fruit or mint flavors, one pellet contains five calories and 2 grams of sugar alcohols. Priced at $2.99 for an eight-pellet pack, Alert can be found in select stores and will become available nationwide this summer.
So far, the idea of caffeinated gum hasn’t completely stuck. Amp Energy and RockStar launched gum lines a few years ago that are no longer on the market.