Wrigley is pulling out temporarily its new caffeinated gum in the market as the Food and Drug Administration insists an investigation on the health implications of additional caffeine in foods.

Alert Energy Caffeine Gum, Wrigley's newest variety that was launched just late last month, contains 40 mg of caffeine equivalent to a half cup of coffee.

The company's decision to stop the production, sales and marketing of Alert is in respect to the FDA's serious concerns on the possible health effects of the gum on consumers specifically children and adolescents.

The FDA is committed to take necessary actions if these new and easy sources of caffeine are proven harmful to children's health.

According to major medical associations, too much caffeine can have adverse effects on young people because they are less capable of processing the stimulant compared to adults. It can affect children's developing cardiovascular and neurologic systems, according to the American Academy of Pediatrics.

"The FDA applauds Wrigley's decision and its recognition that we need to improve understanding and, as needed, strengthen the regulatory framework governing the appropriate levels and uses of caffeine in foods and beverages," said Michael Taylor, foods and veterinary medicine deputy commissioner.

"The company's action demonstrates real leadership and commitment to the public health. We hope others in the food industry will exercise similar restraint."

Wrigley is only the newest company to sell caffeinated chewing gum. There are actually a number of similar products that have long been in the market.

Speaking on behalf of the company, Wrigley North America President Casey Keller shed light on their decision to pull out. "When Wrigley launched Alert Energy Caffeine Gum, we took great strides to ensure that the product was formulated, distributed and marketed in a safe and responsible way to consumers 25 years old and over," he said.

"After discussions with the FDA, we have a greater appreciation for its concern about the proliferation of caffeine in the nation's food supply. 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."

The Alert Energy Caffeine Gum comes in mint and fruit flavours. The caffeine is released into the saliva once it's chewed. Some is ingested directly into the bloodstream through the cheeks and under the tongue. According to research, caffeine "takes about 45 minutes to completely enter the bloodstream, where it then takes various effects on the body."