Alert (gum)

Alert is an energy caffeine gum produced by the Wrigley's company that entered the U.S. market in April 2013.

Sales and marketing

Sales are aimed at adults 25 and older who want a portable energy product. An eight-piece pack of Alert retails for $2.99 (U.S.).^[1][2]

Taste

The gum has a bitter, medicinal taste, so children will not chew it, a concern for many energy products.^[3]

Caffeine

According to the company, one piece of gum contains the same amount of caffeine as half a cup of coffee, which is about 40 milligrams.^[4]

FDA investigation

Wrigley temporarily halted production and sales of its Alert energy gum as the Food and Drug Administration (FDA) investigates the safety of caffeinated-food products, especially the possible effects of caffeinated gum on children and adolescents.^[5]

References

1. "Wrigley Rolls Out Caffeinated Gum 'Alert'". adweek.com. Retrieved 9 May 2013.
2. Mosbergen, Dominique (11 March 2013). "Wrigley To Launch Caffeinated 'Alert Energy' Gum". Huffington Post. Retrieved 9 May 2013.
3. "Caffeine Gum Rattles Nerves of Health Experts". ABC News. Retrieved 9 May 2013.
4. "Wrigley Stops Production of Caffeine Gum". your4state.com. Retrieved 13 September 2013.
5. "WRIGLEY HALTS CAFFEINATED GUM". AP. Retrieved 9 May 2013.