Food Business News is reporting that the Hershey Co. is developing a product with technology to “revolutionize breath freshening”, in an attempt to lift low sales in the gum category.
Said to be set for a September debut, Ice Breakers Cool Blasts is said to chew like a gum but dissolve like a mint and was unveiled by the company at a presentation at the Consumer Analyst Group of New York conference.
According to Michelle Buck, president of Hershey North America, “the recent declines in the gum segment indicate that some consumers are looking for another breath freshening solution, one that provides some of the attributes of gum, yet with some different benefits.” She went to add that “these consumers are looking for discreet breath cleansing without continuous chewing and without the need for disposal.”
Cool Blasts will reportedly be packaged in “an innovative slide pack” for on-the-go consumption.
Source: Food Business News