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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 1990's[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.[citation needed]

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]


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[16]. Hershey denied the resemblance, but pulled the product out of the market shortly thereafter.[17]

This product was banned in the Kuwaiti market due to containing pig gelatin.[18]

References

  1. ^ "COMPANY NEWS; HERSHEY FOODS TO ACQUIRE NABISCO MINT AND GUM BRANDS". New York Times. November 7, 2000. Retrieved July 14, 2020.
  2. ^ a b "Is Hershey's Ice Breakers glitter gum the next unicorn Frappuccino?". confectionerynews.com. Retrieved 2018-08-02.
  3. ^ "Ice Breakers Mints". OldTimeCandy.com. Old Time Candy. Retrieved 1 December 2021.
  4. ^ "Federal Trade Commission Clears Acquisition of Nabisco By Philip Morris". Federal Trade Commission. 2000-12-07. Retrieved 2018-08-02.
  5. ^ "NABISCO BRANDS TO BUY LIFE SAVERS". Retrieved 2018-08-02.
  6. ^ "COMPANY NEWS; HERSHEY FOODS TO ACQUIRE NABISCO MINT AND GUM BRANDS". Reuters. Retrieved 2018-08-02.
  7. ^ "Ice Breakers". Retrieved 2018-08-02.
  8. ^ "Patent suit filed over Hershey's Ice Breakers spearmint gums". tribunedigital-chicagotribune. Retrieved 2018-08-02.
  9. ^ "Gum Sales Have Been Mysteriously Tumbling For Years". Business Insider. Retrieved 2018-08-02.
  10. ^ "Top 10 US gum brands: Ice Breakers, Mentos and Project7 outshine declining market". confectionerynews.com. Retrieved 2018-08-02.
  11. ^ a b Staff, Billboard (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. 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. Retrieved 1 December 2021.
  15. ^ "The Hershey Company Announces Official Partnership with U.S. Ski and Snowboard Association". Retrieved 2018-08-08.
  16. ^ Hogarty, Dave. "Cops: Hershey's Mints Are Crack Cocaine-y". Gothamist. Archived from the original on 2019-04-03. Retrieved 2019-04-03.
  17. ^ KXAS-TV (2008-01-24). "Hershey stops making mints in coke-like packs". msnbc.com. Retrieved 2019-04-03.
  18. ^ "'Ice Breakers' gum banned in Kuwait; contains pig gelatin". arabtimesonline (news). 2019-08-26.
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