Amazon’s 1-Click reordering service comes to
millennials who are making Ice Breakers one of Hershey’s top three
HERSHEY, Pa.–(BUSINESS WIRE)–The Hershey Company (NYSE: HSY) announced that its Ice Breakers
brand is now available with Amazon Dash Button, an innovative way for
consumers to easily re-order their favorite products. Amazon Prime
members now have the opportunity to purchase Dash Buttons for Ice
Breakers, making re-ordering their favorite refreshment products 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 & Refreshments, The Hershey Company.
“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
Ice Breakers, Hershey’s second best-selling brand through Amazon,
does well among millennials online. The top consumer segment to visit Ice
Breakers pages and purchase the product are people between 21-24
years old. Ice Breakers brand sales on Amazon.com are up 70
percent year over year, which is growing twice as fast as the U.S.
candy, mint and gum category. Additionally, the repeat order rate is 31
percent, more than double the average of other Hershey brands on
“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 Company. “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 Nielsen1, more than half of global consumers are
willing to buy groceries online, and one-quarter are already doing so.
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.
About The Hershey Company
The Hershey Company (NYSE: HSY), headquartered in Hershey, Pa., is a
global confectionery leader known for bringing goodness to the world
through its chocolate, sweets, mints and other great-tasting snacks.
Hershey has more than 22,000 employees around the world who work every
day to deliver delicious, quality products. The company, which has more
than 80 brands around the world that drive over $7.4 billion in annual
revenues, includes such iconic brand names as Hershey’s, Reese’s,
Hershey’s Kisses, Jolly Rancher, Ice Breakers and Brookside. Hershey is
focused on growing its presence in key international markets while
continuing to build its competitive advantage in North America.
Additionally, Hershey is expanding its portfolio into categories beyond
confectionery, finding new ways to bring goodness to people everywhere.
At Hershey, goodness has always been about more than delicious products.
For 120 years, Hershey has been committed to good business by operating
fairly, ethically and sustainably to make a positive impact on society.
This means contributing to a better life for its employees, consumers,
communities, and, ultimately, creating a bright future for children in
need. This commitment is exemplified by Milton Hershey School,
established in 1909 by the company’s founder and administered by Hershey
Trust Company. The children who attend the school receive education,
housing, and medical care — thriving as direct beneficiaries of The
Hershey Company’s success.
1 Nielsen Global E-commerce and the New Retail Survey,
The Hershey Company