Its line of soft, cube-shaped gum is branded as Ice Cubes.[2]
History
Ice Breakers was launched in the 1990s[3] by Nabisco Holding'sLifeSaver division in order to compete with similar mint brands.[4][5] Hershey purchased Ice Breakers from Nabisco in 2000 for $135 million in a deal that also included mint and chewing gum brands like Bubble Yum, Breath Savers, CareFree and Stickfree.[6] Ice Breakers began showing growth following the acquisition by Hershey.[7]
In 2006, it was reported that Hershey had the third largest share of the chewing-gum market and it viewed Ice Breakers as a means of expanding its share.[8] As of 2014, it was reported that overall chewing-gum sales were in decline. It was thought by some economy experts to be due to the economy at the time and a larger variety of choices outside of chewing gum.[9] In 2016, it was reported that Ice Breaker's sales of its Ice Cubes product had increased from 2015.[10]
Products and promotions
Ice Breakers endcap display showing mints and chewing gum
Ice Breakers manufactures and sells mint and chewing gum products including cool mints, peppermint chews and soft, cube-shaped gum branded as Ice Cubes.[2] In 2003, Ice Breakers launched Liquid Ice, a liquid filled mint. An advertising and PR campaign that centered around Jessica Simpson was also launched to promote the product.[11] In 2004, the company released its dual-pack gum and mints. Later that year, Ice Breakers signed Hilary and Haylie Duff as the brand's spokeswomen.[11]
In April 2018, Ice Breakers launched an edible glitter-sprinkled gum that they hoped would appeal to Millennials.[12][13]
Ice Breakers Frost mints were discontinued in September 2022. [16]
Product controversy
In 2007, Hershey released Ice Breakers PACS, wherein a powdery mint mixture was encased by two blue dissolving layers. It received national attention for its resemblance to street narcotics.[17] Hershey denied the resemblance, but pulled the product out of the market shortly thereafter.[18]
