Hasta La Creative!

Wrigley’s new Alert caffeinated gum was getting prominent display near the cash register at a 7-Eleven in downtown Chicago today. It won’t be there — or anywhere else — much longer.

The company said Wednesday it was taking the gum off the market temporarily in the face of concerns by the Food and Drug Administration, the Associated Press reported.

“After discussions with the FDA, we have a greater appreciation for its concern about the proliferation of caffeine in the nation’s food supply,” Wrigley North America President Casey Keller said in a statement to the AP. “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.”

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