Mars Chocolate Drinks & Treats is further expanding its range of branded ice creams with the launch of Snickers White Ice Cream bar in the UK.
Despite a challenging year in 2024 for ice cream manufacturers, Mars has continued to outperform the overall market in value sales (+2%), with multipack (unit +5% and value sales +3%) the best-performing sector for 2024.
Kerry Cavanaugh, general manager at Mars Chocolate Drinks & Treats, said: “The real driver of our multipack performance was the roll-out of our new four-pack Bounty, Twix and Maltesers ice cream bars, suggesting consumers are increasingly buying ice cream for at-home consumption as a dessert or treat, rather than on the go.
“Snickers has long been a hero product of our range in the UK, and the white flavour has proved to be extremely popular in other European countries. In Germany, the Snickers White Ice Cream bar runs at 70% of the original Snickers ROS.
“In the UK, 13% of all multipack ice cream sales are a white chocolate variant, and coupled with the popularity of the Snickers brand, we see a great opportunity to appeal to ice cream and white chocolate fans alike with the launch of Snickers White Ice Cream bar in 2025!”
Snickers White Ice Cream bar will be available from Asda in multipacks of four from this month, and then rolling out to Tesco, Sainsbury’s and Iceland from March (Multipack RSP £2.50).
