Oh Shift! The gum aisle—and your taste buds—are about to experience a major refresh with the launch of Ice Breakers Flavor Shifters. This new gum introduces a multi-dimensional twist, featuring breakthrough technology that changes flavors as you chew, offering an unmatched sensory experience.
With options like Wild Berry to Coolmint, blending fruity and minty flavors, and Wintergreen to Coolmint for a double mint hit, this gum shifts between distinct flavors at different times for different people, ensuring a unique experience with every chew.
“In a world where we’re always seeking ways to stay stimulated and engaged, we need a gum that keeps up,” says Taylor Schwartz, Senior Associate Brand Manager at Ice Breakers. “Our fans are multitaskers, and Ice Breakers Flavor Shifters is like a refresh button for their mouths that fits seamlessly into their busy lifestyles.”
To bring the “Oh Shift!” moment to life, Ice Breakers is collaborating with viral creators on TikTok and Instagram—Alain Bui, Desire Lacap, and Steffi Lynn Tsai—who are sharing their unique experiences with the flavor-changing gum through visual content that dramatizes the taste transition.
As consumers increasingly seek new forms of sensory stimulation in their gum choices, Ice Breakers Flavor Shifters expands the brand’s lineup, offering a refreshing new option in a growing market. So, grab a pack and take your taste buds on a cooling, energizing ride—your mouth will thank you!”
About The Hershey Company
The Hershey Company (NYSE: HSY) is an industry-leading snacks company known for making more moments of goodness through its iconic brands, remarkable people and enduring commitment to doing the right thing for its people, planet, and communities. Hershey has more than 20,000 employees in the U.S. and worldwide who work daily to deliver delicious, high-quality products. The company has more than 90 brand names in approximately 80 countries that drive more than $11.2 billion in annual revenues, including Hershey’s, REESE’S, Kisses, Kit Kat®, Jolly Rancher, Twizzlers and Ice Breakers, and salty snacks including SkinnyPop, Pirate’s Booty and Dot’s Homestyle Pretzels.
