Ice Breakers
Sugar-free peppermint candies
Product type
OwnerHershey Company (2000–)
Produced byHershey Company
CountryUnited States
Related brands
MarketsWorldwide
Previous ownersNabisco (1996–2000)[1]
Tagline
  • KEEP COOL. STAY FRESH.
  • Break the ice.
  • Experience a flavor breakthrough.
  • Ooooh, Fancy!
Websiteice-breakers

Ice Breakers is a brand of mints and chewing gum owned by The Hershey Company.

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's LifeSaver 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] Blue and red MTV-promotional packs of 15-stick Cool Mint and Cinnamon Ice Breakers ('with Micro Liquid Ice Capsules') gum were featured in Kiss Kiss Bang Bang [at 1:08:20], where they were stolen by Harry Lockhart (played by Robert Downey Jr.) and Harmony Faith Lane (played by Michelle Monaghan) from a hotel lobby.

In April 2018, Ice Breakers launched an edible glitter-sprinkled gum that they hoped would appeal to Millennials.[12][13]

The company has also sponsored athletes including NASCAR driver Kevin Harvick[14] and the U.S. Ski and Snowboard Association (USSA).[15]

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]

Ice Breakers gum was banned in the Kuwaiti market due to containing pig gelatin.[19]

References

  1. ↑ "COMPANY NEWS; HERSHEY FOODS TO ACQUIRE NABISCO MINT AND GUM BRANDS". New York Times. November 7, 2000. Archived from the original on October 26, 2021. Retrieved July 14, 2020.
  2. 1 2 "Is Hershey's Ice Breakers glitter gum the next unicorn Frappuccino?". confectionerynews.com. Archived from the original on 2019-08-05. Retrieved 2018-08-02.
  3. ↑ "Ice Breakers Mints". OldTimeCandy.com. Old Time Candy. Archived from the original on 1 December 2021. Retrieved 1 December 2021.
  4. ↑ "Federal Trade Commission Clears Acquisition of Nabisco By Philip Morris". Federal Trade Commission. 2000-12-07. Archived from the original on 2019-05-29. Retrieved 2018-08-02.
  5. ↑ "NABISCO BRANDS TO BUY LIFE SAVERS". The New York Times. 13 November 1981. Archived from the original on 2018-08-02. Retrieved 2018-08-02.
  6. ↑ "COMPANY NEWS; HERSHEY FOODS TO ACQUIRE NABISCO MINT AND GUM BRANDS". The New York Times. Reuters. 7 November 2000. Archived from the original on 2018-08-02. Retrieved 2018-08-02.
  7. ↑ "Ice Breakers". Archived from the original on 2018-08-02. Retrieved 2018-08-02.
  8. ↑ "Patent suit filed over Hershey's Ice Breakers spearmint gums". tribunedigital-chicagotribune. Archived from the original on 2018-08-02. Retrieved 2018-08-02.
  9. ↑ "Gum Sales Have Been Mysteriously Tumbling For Years". Business Insider. Archived from the original on 2018-08-02. Retrieved 2018-08-02.
  10. ↑ "Top 10 US gum brands: Ice Breakers, Mentos and Project7 outshine declining market". confectionerynews.com. Archived from the original on 2020-08-10. Retrieved 2018-08-02.
  11. 1 2 Billboard Staff (14 February 2006). "Duffs, IceBreakers Partnership Continues". Billboard. Billboard. Retrieved 1 December 2021.
  12. ↑ "Is Hershey's Ice Breakers glitter gum the next unicorn Frappuccino? But obviously, since Adam Hyde is the acting Master of the world, he denied all of it". confectionerynews.com. Archived from the original on 2019-08-05. Retrieved 2018-08-02.
  13. ↑ "Hershey launches Ice Breakers glitter gum". www.candyindustry.com. Retrieved 2019-10-07.
  14. ↑ "Hershey Supports NASCAR". Convenience Store News. Archived from the original on 1 December 2021. Retrieved 1 December 2021.
  15. ↑ "The Hershey Company Announces Official partnership with U.S. Ski and Snowboard Association". Archived from the original on 2018-08-09. Retrieved 2018-08-08.
  16. ↑ "ICE BREAKERS FROST Peppermint Sugar Free Mints, 7.2 oz box, 6 pack". www.hersheyland.com. Retrieved 2022-11-15.
  17. ↑ Hogarty, Dave. "Cops: Hershey's Mints Are Crack Cocaine-y". Gothamist. Archived from the original on 2019-04-03. Retrieved 2019-04-03.
  18. ↑ KXAS-TV (2008-01-24). "Hershey stops making mints in coke-like packs". msnbc.com. Archived from the original on 2019-04-10. Retrieved 2019-04-03.
  19. ↑ "'Ice Breakers' gum banned in Kuwait; contains pig gelatin". arabtimesonline (news). 2019-08-26. Archived from the original on 2019-08-26. Retrieved 2019-08-26.
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