Ice Breakers
Ice Breakers is a mint and chewing gum brand owned by The Hershey Company. It was launched in the 1990s by Nabisco Holding's LifeSaver division to compete with similar mint brands.
In 2000, Hershey purchased Ice Breakers from Nabisco for $135 Million, including mint and chewing gum brands like Bubble Yum, Breath Savers, CareFree, and Stickfree. After the acquisition, Ice Breakers began showing growth.
By 2006, Hershey had the third-largest share of the chewing gum market and viewed Ice Breakers as a means of expanding its share. However, overall chewing gum sales declined by 2014, possibly due to the economy at the time and a larger variety of choices outside of chewing gum. Despite this, Ice Breakers' sales of its Ice Cubes product increased in 2015.
Ice Breakers manufactures and sells mint and chewing gum products, including cool mints, peppermint chews, and soft, cube-shaped gum branded as Ice Cubes. The company has also sponsored athletes and events, such as NASCAR driver Kevin Harvick and the U.S. Ski and Snowboard Association (USSA).
The brand offers a variety of products, including Ice Breakers ICE CUBES Spearmint Sugar-Free Gum, which comes in a 3.24-oz bottle, and Ice Breakers Duo Fruit + Cool Sugar-Free Mints, available in strawberry flavors. These products are marketed to provide a refreshing icy boost with dazzling flavor crystals for long-lasting enjoyment.
Additionally, Ice Breakers has introduced new mint products over the years, such as the Ice Breakers Raspberry Lemon Seltzer Sparkling Mints, which offer a unique fizz sensation. The brand continues to innovate and expand its product line to cater to different preferences and maintain its position in the market.