As Hershey unveils a major innovation for its Ice Breakers gum brand after five years, a high-ranking executive expresses confidence in the new product: “We expect it to make a significant impact.”
The new product, named Flavor Shifters, offers a unique feature where the taste changes while the consumer chews it, transitioning from Wild Berry to Coolmint or Wintergreen to Coolmint.
In a departure from the typical strategy of relying on new flavors or packaging to drive innovation in the gum category, Flavor Shifters aims to shake things up by introducing a dynamic taste experience.
“We’re targeting individuals whose gum routine has become mundane. How can we inject some excitement into it? How can we deliver a sense of thrill?” commented Dan Mohnshine, Hershey’s Vice President of Marketing for U.S. confection, grocery, and protein snacks.
Hershey views Flavor Shifters as a significant investment in the Ice Breakers brand, which has been experiencing a steady 9% growth annually since 2020. Mohnshine emphasized that this innovation pushes the boundaries of traditional gum by offering a multi-flavor experience.
“We’re targeting people whose gum and refreshment routine has just gotten boring. How do we invigorate it? How do we deliver some excitement?”
Dan Mohnshine
Vice President of Marketing, U.S. Confection, Grocery, and Protein Snacks at Hershey
Gum sales took a hit during the pandemic as the need for freshening breath outside the home diminished. However, with the return to offices and social gatherings, gum sales have rebounded and exceeded pre-COVID levels.
Despite the recent growth, the gum category has been on a downward trend for years, with a declining number of gum chewers in the U.S.
Goodbye Fruit Stripe, hello caffeine-infused gum
The declining popularity of gum has led some companies to exit the market altogether, while others have embraced innovation to adapt to changing consumer preferences.
Mondelēz International sold its struggling gum business to focus on more successful segments like chocolate and biscuits. Similarly, Ferrara discontinued production of certain gum brands due to shifting consumer preferences.
For companies like Mars Wrigley, staying in the gum market presents an opportunity to innovate and attract new consumers. With a diverse portfolio of gum brands, Mars Wrigley continues to introduce new products that resonate with today’s consumers.
As the gum category evolves, incorporating new value propositions like caffeine or improved oral health benefits can drive growth and appeal to a broader audience.
Changing for today’s consumer
Established gum brands are adapting to meet the changing needs and preferences of consumers. Brands like Big League Chew are revamping their products and marketing strategies to appeal to a new generation of customers while maintaining their nostalgic appeal.
By embracing innovation and responding to consumer trends, gum brands are positioning themselves for success in a competitive market.