Wrigley’s Wants You To Get Your Caffeine Boost From Gum Instead Of Boring Old Coffee

Rise and chew?

Rise and chew?

So there you are at the breakfast table, sipping some coffee or perhaps tossing back a few caffeinated Cracker Jacks and it’s like, “Ugh. This is so boring but I need caffeine or I will positively die right here from exhaustion!” Wrigley’s thinks it’s got the solution for you, and true to the company tradition, it’s in a chewable form: caffeinated gum, anyone?

According to a report from the Wall Street Journal, Wrigley’s is targeting consumers 25 and older who want a pop of caffeine on the go. Alert Energy Caffeine Gum already has a Web site (albeit, one with not too much info) and is set to go on sale next month at convenience stores, supermarkets and big retailers in the U.S.

It’s a tricky time for caffeine products, as consumer groups and regulators have been focused on the energy drink industry and the potential health risks associated with beverages like Monster and 5-hour Energy.

But Wrigley says it’s marketing the gum in a way to discourage misuse or overuse and won’t link the gum to any existing brands that teens and kids might know. It reportedly doesn’t taste so great to the younger set and is also more expensive than normal gum at $2.99 a pack and bears a label stating the gum “not recommended for children or persons sensitive to caffeine.”

Each pack will have eight pieces, with each of those containing 40 milligrams of caffeine, or about the amount in an eight-ounce cup of coffee. As with any caffeinated product, consuming too much of it could result in ill-health effects like insomnia and nervousness.

We highly recommend Jessie Spano stay far away from it, just in case.

Wrigley’s New Chewing Gum Packs a Dose of Caffeine [Wall Street Journal]