Ice Breakers candy
Ice Breakers is a Hershey-owned brand of mints and chewing gum, including the soft cube-shaped Ice Cubes line.
Last updated August 26, 2026
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Overview
Ice Breakers is a confectionery brand focused on breath mints and chewing gum. The brand was introduced during the 1990s by the Life Savers division of Nabisco Holding as a competitor to established mint brands. Its portfolio later expanded beyond conventional hard mints to include peppermint chews, liquid-filled products, gum and the soft, cube-shaped Ice Cubes range. The Hershey Company acquired Ice Breakers from Nabisco in 2000 in a transaction that also brought several other mint and gum brands into Hershey's portfolio, including Bubble Yum, Breath Savers, CareFree and Stickfree. Hershey viewed the acquisition as a way to strengthen its position in chewing gum and adjacent impulse-confectionery categories. After the acquisition, Ice Breakers reportedly experienced growth and became one of the more visible elements of Hershey's gum and mint strategy. Product development and marketing have been recurring features of the brand. Ice Breakers introduced Liquid Ice, a liquid-filled mint, in 2003 and supported it with an advertising and public-relations campaign involving Jessica Simpson. In 2004, the brand released a combined gum-and-mints dual pack and later used Hilary Duff and Haylie Duff as spokespeople. Ice Breakers has also supported sports-related marketing, including sponsorship activity involving NASCAR driver Kevin Harvick and the U.S. Ski and Snowboard Association. The brand has occasionally attracted attention because of unusual product formats. Ice Breakers PACS, released by Hershey in 2007, consisted of a powdery mint mixture enclosed in dissolving blue layers. Its appearance prompted public comparisons with illegal drugs; Hershey rejected that characterization but removed the product from the market soon afterward. In 2018, Ice Breakers introduced a gum product containing edible glitter, positioning the novelty format toward younger adult consumers. The company has also marketed Ice Cubes as a soft gum product, and reporting in 2016 indicated that Ice Cubes sales had risen compared with the previous year. Ice Breakers operates in a category affected by changing consumer preferences and competition from other confectionery, breath-freshening and snack products. Industry reporting in the mid-2010s described an overall decline in chewing-gum sales, attributing pressure in part to economic conditions and the availability of a wider range of alternatives. The brand nevertheless remains part of Hershey's confectionery portfolio. Ice Breakers Frost mints were discontinued in September 2022. Availability and product composition can vary by market; Ice Breakers gum was reported as prohibited in Kuwait because of its use of pork-derived gelatin.
History
Ice Breakers emerged in the 1990s from Nabisco Holding's Life Savers division. Its launch reflected competition among packaged breath-mint brands and an effort to give consumers a portable product with a contemporary identity. The brand was initially associated with mints but developed a broader confectionery proposition that included chewing gum and alternative delivery formats. A major turning point came in 2000, when The Hershey Company acquired Ice Breakers from Nabisco. The transaction also included several other gum and mint properties, notably Bubble Yum, Breath Savers, CareFree and Stickfree. For Hershey, the deal expanded its presence beyond chocolate and into gum and breath-freshening products. Ice Breakers subsequently became part of Hershey's strategy for building share in chewing gum and related impulse categories. By 2006, reporting described Hershey as holding the third-largest share of the chewing-gum market and identified Ice Breakers as one of the brands supporting its expansion ambitions. During the early 2000s, Ice Breakers pursued product innovation and celebrity-led promotion. Liquid Ice, a liquid-filled mint, was launched in 2003 with a campaign involving Jessica Simpson. In 2004, the brand introduced a dual-pack combining gum and mints, then signed Hilary Duff and Haylie Duff as spokeswomen. The portfolio also included cool mints, peppermint chews and Ice Cubes, a soft, cube-shaped gum line that became an important product associated with the brand. The brand experienced both promotional successes and controversy. In 2007, Hershey released Ice Breakers PACS, a powdery mint product enclosed in two blue dissolving layers. The format attracted national attention because observers compared its appearance with street narcotics. Hershey denied that the product was intended to resemble drugs, but it withdrew PACS from the market shortly afterward. This episode remains the best-known controversy associated with Ice Breakers. Ice Breakers continued to use sports and entertainment associations in its marketing, including sponsorship activity involving NASCAR driver Kevin Harvick and the U.S. Ski and Snowboard Association. In 2018, it introduced an edible-glitter gum product aimed at younger adult consumers and novelty-oriented shoppers. Reporting in 2016 stated that Ice Cubes sales had increased from the previous year. The brand operates in a challenging gum market. Industry coverage in 2014 described overall chewing-gum sales as declining, with possible explanations including economic conditions and the growing availability of alternative snacks and impulse products. Ice Breakers nevertheless remained within Hershey's active confectionery portfolio. Product changes have continued over time: Ice Breakers Frost mints were discontinued in September 2022. International formulation and regulatory conditions also affect distribution; Ice Breakers gum was reported as banned in Kuwait because of pork-derived gelatin.
- 2022
Ice Breakers Frost discontinued
[1]The Frost mint line was discontinued in September 2022.
- 2018
Edible-glitter gum launched
[1]Ice Breakers introduced gum topped with edible glitter as a novelty-oriented product.
- 2007
Ice Breakers PACS withdrawn
[1]Hershey removed PACS from the market after controversy over its resemblance to street narcotics.
- 2004
Dual-pack and celebrity spokesperson activity
[1]The brand released a gum-and-mints dual pack and signed Hilary Duff and Haylie Duff as spokeswomen.
- 2003
Liquid Ice introduced
[1]Ice Breakers expanded its range with a liquid-filled mint called Liquid Ice.
- 2000
Hershey acquires Ice Breakers
[1]The Hershey Company acquired Ice Breakers from Nabisco together with several other mint and chewing-gum brands.
- 1990
Ice Breakers launches under Nabisco's Life Savers division
[1]Nabisco Holding introduced Ice Breakers during the 1990s as a competing brand in the breath-mint category.
Products and positioning
A modern, portable breath-freshening and chewing-gum brand emphasizing cooling flavors, convenient packaging and novelty formats.
Breath mints
Ice Breakers Mints
The core Ice Breakers mint range includes cooling and peppermint-oriented products intended for portable breath freshening. The line has included conventional cool mints, specialty formats and products with filled or dissolving elements. Ice Breakers Frost was one of the mint variants offered under the brand before its discontinuation in September 2022.
Chewing gum
Ice Cubes
Ice Cubes is Ice Breakers' soft, cube-shaped chewing-gum line. Its distinct texture and geometric format differentiate it from conventional stick or pellet gum. The product became a notable part of the brand's portfolio, and reporting in 2016 indicated that Ice Cubes sales had grown compared with the prior year.
Liquid-filled mint · 2003
Liquid Ice
Liquid Ice was a liquid-filled mint introduced as an extension of the Ice Breakers range. Its filling created a more novel consumption experience than a standard hard mint and was supported by a campaign featuring Jessica Simpson.
Dissolving mint · 2007
Ice Breakers PACS
PACS consisted of a powdery mint mixture enclosed between two blue dissolving layers. The unusual appearance generated national controversy because of comparisons with street narcotics. Hershey rejected the comparison but withdrew the product from the market soon after its release.
Novelty chewing gum · 2018
Ice Breakers edible-glitter gum
Introduced in 2018, this gum was sprinkled with edible glitter. The product used visual novelty and social-media-friendly presentation to appeal particularly to younger adult consumers.
Controversies
2007
Ice Breakers PACS appearance controversy
Ice Breakers PACS attracted national attention because its powder-filled, blue-layered design was compared with illegal street narcotics. Hershey denied the resemblance was intentional but removed the product from the market shortly afterward.
Marketing campaigns
- 2004Duff sisters spokesperson campaign
United States
Hilary Duff and Haylie Duff were signed as spokeswomen after the launch of Ice Breakers' gum-and-mints dual pack.
- 2003Liquid Ice celebrity campaign
United States
Ice Breakers supported the Liquid Ice launch with advertising and public-relations activity centered on Jessica Simpson.
- Sports sponsorship program
United States
Ice Breakers sponsored athletes and sports organizations, including NASCAR driver Kevin Harvick and the U.S. Ski and Snowboard Association.
Brand decisions
2018
Launch of edible-glitter gumProduct launchBackground
Ice Breakers pursued novelty formats as chewing-gum consumption faced pressure from changing consumer preferences.
Action taken
The brand introduced gum covered with edible glitter.
2007
Withdrawal of Ice Breakers PACSOtherBackground
The product's visual design prompted comparisons with street narcotics and generated national attention.
Action taken
Hershey denied the alleged resemblance but pulled PACS from the market shortly afterward.
Aftermath
PACS became a discontinued product and the episode remained the brand's most prominent product controversy.
2000
Hershey acquires Ice Breakers from NabiscoM&ABackground
Hershey sought to expand its presence in chewing gum and mint products. The transaction also included Bubble Yum, Breath Savers, CareFree and Stickfree.
Action taken
Hershey purchased Ice Breakers and the related Nabisco brands.
Aftermath
Ice Breakers reportedly grew after the acquisition and became part of Hershey's broader gum and mint portfolio.
Acquisition price. $135 million (2000 acquisition)
Recent events
- 2022
Ice Breakers Frost mints discontinued[1]
Product generation
Ice Breakers Frost mints were discontinued in September 2022.
- 2018
Ice Breakers launches edible-glitter gum[1]
Product launch · Product generation
The brand introduced gum sprinkled with edible glitter, a novelty product designed to appeal to younger adult consumers.
- 2016
Ice Cubes sales reported higher than the previous year[1]
Other
Industry reporting indicated that sales of Ice Breakers' Ice Cubes gum had increased compared with 2015.
- 2004
Ice Breakers releases a dual-pack of gum and mints[1]
Product launch
Ice Breakers introduced packaging that combined chewing gum and mints in one product format.
- 2004
Hilary Duff and Haylie Duff become Ice Breakers spokeswomen[1]
Campaign
The brand signed Hilary Duff and Haylie Duff for promotional activity later in 2004.
- 2003
Ice Breakers introduces Liquid Ice[1]
Product launch · Campaign
The brand expanded into liquid-filled mints with the launch of Liquid Ice and supported the product with a campaign involving Jessica Simpson.
- 2000
Hershey acquires Ice Breakers and related gum and mint brands[1]
M&A
The Hershey Company purchased Ice Breakers from Nabisco in a transaction that also included Bubble Yum, Breath Savers, CareFree and Stickfree.
- 1990
Nabisco launches Ice Breakers as a competing mint brand[1]
Product launch
The Life Savers division of Nabisco Holding introduced Ice Breakers during the 1990s to compete in the breath-mint market.
Ice Breakers gum restricted in Kuwait over gelatin ingredient[1]
Regulation
Ice Breakers gum was reported as banned in Kuwait because it contained pork-derived gelatin.
Sources1 sources
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