Ice Breakers Has a New Gum — and It Changes Flavors as You Chew It
Say goodbye to decision fatigue.
The Hershey Company
The candy aisle is getting a major two-for-one upgrade.
On Wednesday, Ice Breakers announced the latest in gum innovation: Ice Breakers Flavor Shifters, which it calls a "multi-dimensional twist on gum."
Just as the name and description imply, the gum changes from one distinct flavor to another as you chew for a wholly new candy experience.
“In a world where we’re constantly looking for ways to stay stimulated and engaged throughout the day, we need a gum that can keep up,” Taylor Schwartz, the senior associate brand manager at Ice Breakers, shared in a statement. “Our fans are accustomed to doing several things at once, and Ice Breakers Flavor Shifters gives them a refresh button for their mouths that fits perfectly with their lifestyles.”
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The gum comes in two — well, technically, four — flavors. The first is Wild Berry to Coolmint, which the brand explained "brings together the best of both fruity and minty flavors," and its Wintergreen to Coolmint, which "offers a double hit of two popular mint flavors for the ultimate refreshing taste." And there's no telling when the flavors will shift, as it happens at different times for everyone throughout their chewing and bubble-popping experience.
The Hershey Company
Just as the name and description imply, Ice Breakers Flavor Shifters changes from one distinct flavor to another as you chew for a wholly new candy experience.As the Ice Breakers team noted, Flavor Shifters "marks an exciting new addition to the Ice Breakers brand," and really, it couldn't come at a better time for gum in general. Over the course of the pandemic, chewing gum sales plummeted.
As the Associated Press noted in March of 2024, gum sales have bounced back by about 1% in 2023, but that still marked a 32% drop from 2018. The AP added that gum sales "in dollars" are back up to pre-pandemic levels, but that is primarily thanks to inflation. In 2023, the average pack cost $2.71, which is more than $1 dollar above what it cost in 2018.
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The new Ice Breakers Flavor Shifters will be available in retailers nationwide starting in September. It will be up to the discretion of individual store owners how much it costs. But again, at least you're getting two flavors, making it kind of like a BOGO deal.
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