Display of ICE BREAKERS mints and gum in retail store
|Owner||The Hershey Company|
|Produced by||The Hershey Company|
Ice Breakers is a brand of mints and chewing gum that is owned by The Hershey Company.
Ice Breakers was launched by Nabisco Holding's LifeSaver division in order to compete with similar mint brands. 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. Ice Breakers began showing growth following the acquisition by Hershey.
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. 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. In 2016, it was reported that Ice Breaker's sales of its Ice Cubes product had increased from 2015.
Ice Breakers manufactures and sells mint and chewing gum products including, cool mints, peppermint chews and soft, cube-shaped gum that it has branded as Ice Cubes. 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. 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. 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. Hershey denied the resemblance, but pulled the product shortly thereafter.
The company has also sponsored athletes including NASCAR driver Kevin Harvick and the U.S. Ski and Snowboard Association (USSA). This product was banned in the Kuwaiti Market due to containing pig gelatin.