"energy" gum has actually been on the market, on and off, for years. Jolt Cola actually had a gum product under the Jolt brand name. This is the first time I notice that someone is making a big deal about caffeine enhanced chocolates. There have been "espresso" chocolates and "coffee" chocolates for quite a while, but they have typically been in 'truffle', 'changemaker' or 'bite size' pieces. They were never sold as energy enhancing products, but as coffee flavored products. These new products are different first, because they come from one of the worlds largest and most effective marketers of mainstream candy (M&M MARS) and second because they are clearly looking to be sold as energy enhancing items. No mainstream company that I can recall has done that in the past with candy products. Obviously the drink market is going crazy, there is even caffeine enhanced beer.