Last month, Wrigley rolled out a brand new product called Alert, a caffeinated chewing gum with the equivalent of half a cup of coffee in every stick. Sounds pretty good, right? Well, enjoy it while you can, because Wrigley is pulling Alert caffeine gum off the market. The move comes after discussions with the Food and Drug Administration, who are concerned about the proliferation of caffeinated products hitting the market.
“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 Wrigley president CaseyKeller in a statement to The Associated Press. “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.”
Interestingly, the only time the FDA explicitly approved caffeine for the market was when they gave the go-ahead to caffeinated sodas in the 1950’s. All the other foods with caffeine, from Four Loko to caffeine doughnuts, have just kind of dribbled out into the market and the FDA is concerned about the increase in caffeine products and how that may affect children’s health (not that children could easily get Four Loko). There are also concerns that caffeinated candy and gum could be appealing to children.
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