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Introducing Maltesers Ice Cream in a new bar format

Mars Chocolate Drinks & Treats is further expanding its popular range of Mars branded ice creams, with the launch of new Maltesers Ice Cream bar.

Despite a challenging year in 2023 for ice cream manufacturers, Mars has continued to outperform the overall market in value sales (+3%) and notably multipack value sales (+4%) which was its best performing sector for 2023¹.

As the popularity of the Maltesers brand continues to grow, with it being cited as the UK’s number one most loved brand² and remaining the number one brand in chocolate bitesize sharing³, developing the Maltesers brand into an ice cream bar format offers consumers a new way to enjoy the iconic taste of Maltesers.

Michelle Frost, general manager at Mars Chocolate Drinks & Treats, says: “Our range of branded ice cream bars has continued to grow in popularity, particularly sold as take-home multipacks. It is our most popular format, and coupled with the popularity of the Maltesers brand, we see a great opportunity to appeal to ice cream and confectionery fans alike with the launch of Maltesers Ice Cream bar in 2024!”

Maltesers Ice Cream bar combines soft malt flavoured ice cream, scattered with mini Maltesers honeycomb pips, covered in a smooth milk chocolate. Maltesers Ice Cream bar will be available from Asda and Morrisons in multipacks of four from January, rolling out to Tesco, Sainsbury’s, Iceland and Coop from March. Both multipacks and singular impulse bars are available now in convenience and wholesale channels. Multipack RSP £2.50, single bar RSP £2.00.

¹ IRI Ice Cream, Value and Unit sales, 52 52 w/e 2 Dec, 23

² YouGov April 2023

³ Scantrack Data: MAT TY = 52 WE 25 March 2023 by variant

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