HERSHEY, Pa. — Candy maker The Hershey Co.’s Ice Breakers brand is now available with Amazon Dash Button, a new way for consumers to easily re-order their favorite products via Amazon Prime (AP). AP members now have the opportunity to purchase “Dash Buttons” for Ice Breakers, making re-ordering the mints as easy as hitting a button.
“Ice Breakers is excited to team up with Amazon to provide our millennial fans this new in-home, e-commerce experience,” said Bill Blubaugh, senior director, sweets and refreshments, The Hershey Co. “Our Ice Breakers mints are a must-have for people whose active, social lifestyles demand a steady supply of unique refreshment products. Dash Button ensures that one of millennials’ favorites is simple to re-order in the midst of their connected, on-the-go lifestyles.”
Ice Breakers, Hershey’s second-best-selling brand through Amazon, does well among millennials online. The top consumer segment to visit the Ice Breakers pages and purchase the product are people between 21 and 24 years old. Ice Breakers brand sales on Amazon.com are up 70% year over year, which is growing twice as fast as the U.S. candy, mint and gum category, according to the company. Additionally, the repeat order rate is 31%, more than double the average of other Hershey brands on Amazon.com.
“Having a strong relationship with Amazon has given us the opportunity to participate in their most innovative initiatives, and we are thrilled to be among the brands available through the new Dash Button,” said Denise Vivas, director of e-commerce, The Hershey Co.. Hershey, Pa. “We continue to expand our partnership with Amazon as the opportunity for confection and snacks in the e-commerce channel grows exponentially; we expect online grocery sales to surpass $80 billion by 2020. It’s exciting to be at the forefront of delivering beloved treats to consumers online.”
According to Nielsen, more than half of global consumers are willing to buy groceries online, and one-quarter are already doing so, Hershey reported. Millennials are most likely to be shopping online today and to use future e-commerce options due to a high comfort level with technology. Most are early in their careers and establishing households, making them an important demographic to reach with innovative e-commerce solutions.