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Beloved movie concession candy, Mike and Ike, calling it quits

Sometimes even the best marriages end abruptly. After a long steady partnership, moviegoers’ treasured candy treat, Mike and Ike, have officially decided to part ways.

Out of nowhere, and in a very 21st century manner, the chewy, fruity candy duo announced on their Facebook page and Tumblr Tuesday that they would no longer be an item.

In a post titled, “The Rumors Are True,” Ike had this to say about the divorce. “I know it’s hard to believe, but yes – Mike and I split. It is what it is. We just couldn’t agree on stuff anymore. Some call it creative differences? Whatever.”

Mike also provided his take on the situation, albeit separately. “We just don’t agree on the candy. My red, his red, my lime, his lime, my box ideas, his box ideas. So over it. Instead of all this hassle, now I’m just gonna jam.”

Each will pursue other interests, Mike in music and Ike in art.

According to Yahoo! Finance, it’s a move to make the candy brand hipper by capturing the interest of young consumers, and accordingly, an extensive marketing campaign has been devised around the rocky separation. Packages of the product will appear in stores with either “Ike” or “Mike” scribbled out, and billboards of a similar style will go up in July. Television advertising begins in June.

Mark Richardson, President of the Elevator Group who’s handling the $15 million promotion, told Yahoo!, “Teenagers who are the primary target are not receptive to advertising that would be a direct sell about the attributes of Mike and Ike candy…They see it coming, and they don’t want to hear us talking about it.”

Thus, something more scandalous was necessary.

Along with their social posts, the brand has been encouraging fans and followers to comment on the news, also releasing a spoof video with celebrities offering their own reactions.

“Yeah, I’ve heard the rumors, but Mike without Ike just doesn’t seem possible,” says Lamar Odom. “When I heard the news, I was devastated…I don’t know why it’s so hard to agree on fruit candy.”

Holding a box of the candy with Ike’s name marked out, Eden Sher remarks, “Mike did this? I’m totally Team Ike after this.”

An alleged music producer gets stalked on the way to his car, questioned by paparazzi if he is currently working with one of the former partners.

“Yeah Mike and I, we in the studio laying some heat right now,” he responds, “But we just playing.”

No word yet on who will get the green box.

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