Shortly after most of us tumble out of bed, we stumble our way into the kitchen and start the process of making that lovely pot of "black gold" that gets us awake, alert and ready to attack the day.
Wrigley's, the world's largest gum company, thinks you should peel and chew instead.
You got it...caffeinated gum is on it's way to a store near you.
The makers of Juicy Fruit and Doublemint plan to start selling Alert Energy Caffeine Gum next month at convenience stores, supermarkets and mass retailers in the U.S.
According to the Wall Street Journal, Wrigley says it's going after consumers 25 and older who want a portable energy product that will let them control their caffeine consumption.
Caffeine products have come under attack lately, as consumer groups and regulators have been focused on the energy drink industry and the potential health risks associated with beverages like Monster and 5-hour Energy.
But Wrigley tells the WSJ itâ??s marketing the gum in a way to discourage misuse or overuse and wonâ??t link the gum to any existing brands that teens and kids might know. It reportedly doesnâ??t taste so great to the younger set and is also more expensive than normal gum at $2.99 a pack and bears a label stating the gum â??not recommended for children or persons sensitive to caffeine.â??
There will be eight pieces in a pack...each containing 40 milligrams of caffeine, or about the amount in an eight-ounce cup of coffee.
As with any caffeinated product, consuming too much of it could result in ill-health effects like insomnia and nervousness.
Would you use caffeinated gum? See it as a replacement for coffee or energy drinks?