SLOGAN OF NEWLY FORMED "ICE INSTITUTE": "ICE - IT'S NOT JUST WATER ANYMORE."
NEW YORK - Imagine every soft drink served at room temperature. Most Americans couldn't fathom it, but ice cube manufacturers and distributors say that based on trends in Europe and Asia, pretty soon this is how most of the world will drink its Coke, Pepsi and every other non-alcoholic beverage. Leaders of the ice cube industry are so alarmed by recent declines in ice cube sales that they have banded together to try and stop it.
"For the first time, the ice interests must learn to cooperate," said Bradleys Roadhouse, CEO of Frozen Water, Inc. "The cold war between the ice cube companies is over."
Roadhouse announced the formation of a new lobby called the Ice Institute to be funded by the major ice cube manufacturers and distributors. It will seek favorable tax treatment for the ice cube industry and will serve as an "information conduit" to tout the benefits of ice in television and print advertisements. "For example, did you know that ice cubes can lower the swelling caused by a bump on the head? This is the kind of information that we need to get out there," said Roadhouse.
But the ice cube industry faces other major hurdles that advertising may not be able to counter. In several states, litigation reminiscent of the infamous McDonald's "hot coffee" case looms in which plaintiffs allege that the ice in their soft drinks was too cold, and that when it spilled on their laps it caused significant reductions in their sperm counts. Industry insiders admit that in response to the litigation, ice cube companies are trying to develop ice cubes at warmer temperatures.
But Bradleys Roadhouse refutes any suggestion that the industry has initated development efforts in response to the litigation. "Yes, we've been trying to develop the elusive 'warm ice' -- ice that isn't so cold -- but this has nothing to do with the lawsuits. The fact is, the warmer the ice, the sooner the cubes will melt, and the more cubes the user has to buy."
