Wrigley to Pause the Production, Sales and Marketing of Alert Energy Caffeine Gum

When Wrigley launched Alert Energy Caffeine Gum, we took great strides to ensure that the product was formulated, distributed and marketed in a safe and responsible way to consumers 25 years old and over. We exceeded all regulatory requirements on labeling and disclosure because we believe consumers should be informed about the amount of caffeine they are consuming in their food and beverage products so they can make smart choices.

After discussions with the FDA, we have a greater appreciation for its concern about the proliferation of caffeine in the nation’s food supply. There is a need for changes in the regulatory framework to better guide the consumers and the industry about the appropriate level and use of caffeinated products. In an effort to support this process, and out of respect for the FDA, we have paused the production, sales and marketing of Alert. This will give the FDA time to develop a new regulatory framework for the addition of caffeine to food and drinks.

Casey Keller
President, Wrigley North America