Wrigley's New Caffeinated Gum, 'Alert,' Pulled Off Market Due To FDA Investigation

Wrigley's new caffeinated gum, called 'Alert,' has been pulled from sales, at least temporarily, due to an FDA investigation of caffeine-added products.

On Wednesday, the company said that it would temporarily halt sales and advertising of the product after discussions with the FDA, according to Tulsa World News.  Casey Keller, president of Wrigley, said that they decided to pull the product "out of respect" for the FDA, which is began investigating the health effects of caffeine-added products on children and adolescents just as Alert first became available in April.

"Each piece of the new gum [Alert] contains 40 milligrams of caffeine which is equivalent to half a cup of coffee," TV 20 in Detroit reports.

The FDA has had a growing concern since a large number of packaged food brands are hitting the market with caffeinated products, from Kraft Food Group's 'Mio' energy drink flavoring to Jelly Belly's 'Extreme Sport Beans,' reports Advertising Age.  The FDA has only ever explicitly approved one added caffeine product and that was cola in the '50s.

"Today, the environment has changed.  Children and adolescents may be exposed to caffeine beyond those foods in which caffeine is naturally found and beyond anything FDA envisioned when it made the determination regarding caffeine in cola. For that reason, FDA is taking a fresh look at the potential impact that the totality of new and easy sources of caffeine may have on the health of children and adolescents, and if necessary, will take appropriate action," said the FDA when it launched its review last month, according to Ad Age.

"After discussions with the FDA, we have a greater appreciation for its concern about the proliferation of caffeine in the nation's food supply," Keller said in a statement to The Associated Press, according to Tulsa World. "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."

Keller said that production and sales have been paused in order to give the agency time to regulate products that have added caffeine, according to Tulsa World.  This decision, "demonstrates real leadership and commitment to the public health," said Michael Taylor, the deputy commissioner of foods with the FDA.  "We hope others in the food industry will exercise similar restraint,"

This product removal, however temporary, will negatively affect Wrigley in one way or another, as the brand was just building its distribution and marketing, according to Ad Age.  Meanwhile, all gum brands seem to be suffering in recent months.

While the Wrigley company has been very compliant, other companies such as Monster Beverage, continue to defend their products remaining on the market, according to Brand Channel.