HERSHEY, Pa. — Hershey Co. has made its Ice Breakers mints available via the Amazon Dash Button, a miniature device that makes it easier for consumers to reorder their favorite products.
Amazon’s Dash Button, introduced earlier this year, has a reusable adhesive and a hook that can be placed anywhere around the home and enable the reordering of a range of consumer packaged goods at the push of a button.
Hershey said Wednesday that Ice Breakers is its second-best-selling brand on Amazon.com, and the confections company noted that the mint candy brand also does well among Millennials online.
“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,” stated Denise Vivas, director of e-commerce at Hershey. “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 Hershey, the top consumer segment to visit Ice Breakers pages and purchase the product are people ages 21 to 24. Ice Breakers sales on Amazon have grown 70% year over year, twice as fast as the U.S. candy, mint and gum category, the company said, adding that the repeat order rate is 31%, more than double the average of other Hershey brands on Amazon.
“Ice Breakers is excited to team up with Amazon to provide our Millennial fans this new in-home, e-commerce experience,” commented Bill Blubaugh, senior director of sweets and refreshments at Hershey. “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 reorder in the midst of their connected, on-the-go lifestyles.”
Citing data from Nielsen, Hershey reported that more than half of global consumers are willing to buy groceries online, and a quarter of them are already doing so. Millennials also are most likely to be shopping online and to use future e-commerce options because of their high comfort level with technology.