Ice Breakers candy

Ice Breakers was launched by Nabisco Holding’s LifeSaver division in order to compete with similar mint brands.[1][2] 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.[3] Ice Breakers began showing growth following the acquisition by Hershey.[4]

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.[5] 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.[6] In 2016, it was reported that Ice Breaker's sales of its Ice Cubes product had increased from 2015.[7]

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.[8] 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.[4] 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.[4] 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.[9] Hershey denied the resemblance, but pulled the product shortly thereafter.[10]

In April 2018, Ice Breakers launched an edible glitter-sprinkled gum that they hoped would appeal to Millennials.[11][12]

The company has also sponsored athletes including NASCAR driver Kevin Harvick[5] and the U.S. Ski and Snowboard Association (USSA).[13] This product was banned in the Kuwaiti Market due to containing pig gelatin. [14]

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