Wrigley Pops Bubble on Alert Energy Caffeine Gum

The company pulled its caffeinated gum from store shelves after conversations with the FDA.

May 10, 2013

CHICAGO – Wrigley announced earlier this week that it is pulling its caffeinated chewing come from store shelves — at least for now — the New York Daily News reports.

The company said it has “paused” sales of its Alert Energy gum, which includes 40 mg of caffeine per piece.

It made the decision following last week’s announcement by the Food and Drug Administration (FDA) that it is taking a “fresh look” at the effects of foods with added caffeine.

"After discussions with the FDA, we have a greater appreciation for its concern about the proliferation of caffeine in the nation's food supply," said Casey Keller, Wrigley's president for North America, adding that the company had marketed Alert Energy "in a safe and responsible manner to consumers 25 years and older."

The trend in caffeinated food products is "disturbing" and "beyond anything FDA envisioned," said Michael Taylor, FDA deputy commissioner of foods.

Taylor praised Wrigley’s decision to pull the gum, saying it "demonstrates real leadership and commitment to the public health."

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