Icebreakers (candy)
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Icebreakers Candy
Ice Breakers
ICE BREAKERS endcap display showing two types of packaging offered by the brand - mints and chewing gum
Display of ICE BREAKERS mints and gum in retail store
Product type
OwnerThe Hershey Company
Produced byThe Hershey Company
CountryUnited States
Introduced1996; 24 years ago (1996)
Related brands
Previous ownersNabisco[1]
  • Break the ice.
  • Experience a flavor breakthrough.

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.[2][3] 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.[4] Ice Breakers began showing growth following the acquisition by Hershey.[5]

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.[6] 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.[7] In 2016, it was reported that Ice Breaker's sales of its Ice Cubes product had increased from 2015.[8]

Products and promotions

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.[9] 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.[5] 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.[5] 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.[10] Hershey denied the resemblance, but pulled the product shortly thereafter.[11]

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[6] and the U.S. Ski and Snowboard Association (USSA).[14] This product was banned in the Kuwaiti Market due to containing pig gelatin.[15]

External links


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

  This article uses material from the Wikipedia page available here. It is released under the Creative Commons Attribution-Share-Alike License 3.0.



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