Wrigley, the leading chewing gum manufacturer making up nearly half of gum market, has planned to launch its new product, Alert Energy Caffeine Gum.
U.S. gum sales have gone down by 3.8% since 2008, while sales of energy drinks are up by 41% during the same period, reports a global market research firm, Euromonitor International. Wrigley has attempted to bring in the flavors and benefits of energy drink in a chewing gum.
The pack containing eight gum pieces would be made available by next month in convenience stores and food and drug retailers. Each pack is priced at $2.99, which is higher than most gums but cheaper compared to energy drinks.
Each gum is equivalent to half a cup of coffee containing 40 milligrams of caffeine and would be available in two flavors, mint and fruit. In order to keep it away from easy reach of children, the manufacturers have requested the retailers to place it among other energy drinks rather than among gums.
According to the manufacturers, the bitter taste along with the high price would make it unappealing to children and teens.