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Mars Drinks & Treats is expanding its Snickers ice cream portfolio with the launch of a new Snickers Peanut Butter Creamy ice cream bar, targeting continued growth in the premium handheld ice cream segment.

The launch follows strong momentum in the UK ice cream category, which recorded a 12.7% rise in sales in 2025 to reach £1.6 billion. Mars’ branded ice cream portfolio mirrored that growth, increasing sales by 11.2% to £51.5 million during the same period.

According to Mars Drinks & Treats, the Snickers brand continues to perform strongly within its frozen range, prompting further innovation within the line.

Kerry Cavanaugh, general manager at Mars Drinks & Treats, said: “Snickers has long been a hero brand for our ice cream range in the UK, and after the successful introduction of Snickers White ice cream bar in 2025, we see further opportunity to appeal to Snickers and peanut butter fans alike with the launch of Snickers Peanut Butter Creamy ice cream bar in 2026.”

The new product combines roasted peanuts, nougat and caramel with a layer of creamy peanut butter ice cream, all coated in milk chocolate. The formulation aims to deliver the signature Snickers flavour profile while tapping into growing consumer demand for peanut butter variants in frozen treats.

Snickers Peanut Butter Creamy ice cream bars will launch in Iceland stores from March in multipacks of six, with a recommended retail price of £3.00.