Alert is an energy
caffeine
Caffeine is a central nervous system (CNS) stimulant of the methylxanthine class. It is mainly used recreationally as a cognitive enhancer, increasing alertness and attentional performance. Caffeine acts by blocking binding of adenosine to ...
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.).
Taste
The gum is remarkable for a bitter, medicinal taste.
Caffeine
According to the company, one piece of gum contains the same amount of
caffeine
Caffeine is a central nervous system (CNS) stimulant of the methylxanthine class. It is mainly used recreationally as a cognitive enhancer, increasing alertness and attentional performance. Caffeine acts by blocking binding of adenosine to ...
as half a cup of coffee, which is about 40 milligrams.
FDA investigation
Wrigley temporarily halted production and sales of its ''Alert'' energy gum as the
Food and Drug Administration
The United States Food and Drug Administration (FDA or US FDA) is a List of United States federal agencies, federal agency of the United States Department of Health and Human Services, Department of Health and Human Services. The FDA is respon ...
(FDA) investigates the safety of caffeinated-food products, especially the possible effects of caffeinated gum on children and adolescents.
References
Products introduced in 2013
Caffeine
Chewing gum
Wrigley Company brands
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