Mars Chocolate has launched a new M&M’s ice cream bar to capitalise on growing interest in the frozen novelty format ahead of summer.
The new 2.64oz ice cream bar is individually wrapped and will feature pieces of M&M’s milk chocolate candy, along with reduced-fat vanilla ice cream and a milk chocolate coating.
The launch builds upon the excitement generated by M&M’s ice cream cookie sandwiches, which, according to data from Nielsen, significantly outpaced the wider category to record growth of over 10%. The brand also launched an M&M’s yogurt in Portugal, in partnership with Danone, a couple of years ago.
It claimed that ‘the preference for a clean, simple and convenient treat’ were driving innovation in the frozen novelty bar category.
Mars Ice Cream marketing director Flip Block said: “Building on the success of our M&M’s ice cream cookie sandwich, we are incredibly excited to introduce our fans to this innovative summer treat. M&M’s have been a chocolate icon for 75 years now, and we’re thrilled to be able to offer another way to enjoy them.”
The ice cream bars will be available in grocery, mass retail and convenience stores across the US. Six-count multipacks can be purchased for $3.99, while an individual 2.64oz bar costs $1.79.
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