Alert is an energy caffeine gum produced by the Wrigley's company that entered the U.S. market in April 2013.
Alert is an energy caffeine gum produced by the Wrigley's company that entered the U.S. market in April 2013.
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.). [1] [2]
The gum is remarkable for a bitter, medicinal taste. [3]
According to the company, one piece of gum contains the same amount of caffeine as half a cup of coffee, which is about 40 milligrams. [4]
Wrigley temporarily halted production and sales of its Alert energy gum as the Food and Drug Administration (FDA) investigates the safety of caffeinated-food products, especially the possible effects of caffeinated gum on children and adolescents. [5]
Caffeine is a central nervous system (CNS) stimulant of the methylxanthine class. It is mainly used as a eugeroic (wakefulness promoter) or as a mild cognitive enhancer to increase alertness and attentional performance. Caffeine acts by blocking binding of adenosine to the adenosine A1 receptor, which enhances release of the neurotransmitter acetylcholine. Caffeine has a three-dimensional structure similar to that of adenosine, which allows it to bind and block its receptors. Caffeine also increases cyclic AMP levels through nonselective inhibition of phosphodiesterase.
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Mars, Incorporated is an American multinational manufacturer of confectionery, pet food, and other food products and a provider of animal care services, with US$45 billion in annual sales in 2022; that year Forbes ranked the company as the fourth-largest privately held company in the United States. Headquartered in McLean, Virginia, the company is entirely owned by the Mars family. Mars operates in four business segments around the world: Mars Wrigley Confectionery, Petcare, Food, and MARS Edge, the company's life sciences division.
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A caffeinated alcoholic drink is a drink that contains both alcohol and a significant amount of caffeine. Caffeine, a stimulant, masks some of the depressant effects of alcohol. However, in 2010 and 2011, this type of drink faced criticism for posing health risks to its drinkers. In some places there is a ban on caffeinated alcoholic drinks.
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