Mars Chocolate Drinks & Treats is expanding its range of branded ice cream bars with the launch of a new Maltesers variant.
Despite a challenging year in 2023 for ice cream manufacturers, Mars noted that it continued to outperform the overall market in value sales (+3%) and notably, multipack value sales (+4%), which was its best-performing sector.
The Maltesers Ice Cream bar combines malt-flavoured ice cream, scattered with mini Maltesers honeycomb pips, covered in milk chocolate. Maltesers Ice Cream bar will be available from Asda and Morrisons in multipacks of four from this month, rolling out to Tesco, Sainsbury’s, Iceland and Co-op 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.
Michelle Frost, general manager at Mars Chocolate Drinks & Treats, said: “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!”
