Mars Ice Cream has made its Maltesers Teasers ice cream available in a four-pack – capitalising on the trend for in-home treats to share, the growing popularity of ice cream on a stick and the strength of the Maltesers brand.
More than £10m will be invested in support of the Maltesers brand this years, in celebration of its 80th birthday. Last year, sales of the single variant of Maltesers Teasers ice cream grew by 13%, contributing to ice cream on a stick becoming the most popular format in the growing wrapped handheld category.
Phil Shaw, general manager for brand owner Mars Ice Cream, said: “With ice cream being the third largest category for in-home treats and four-pack being the most popular pack format, it was clear we were missing a trick with not having the well-loved Maltesers Teasers in this new pack format.
“With its eye-catching red packaging and familiar brand appeal, we are sure that the new pack format will soon become a firm favourite with retailers and consumers alike.”
Maltesers Teasers ice cream has crunchy mini Maltesers pieces floating in a creamy dairy ice cream covered in a chocolate layer to give consumers the perfect Maltesers experience in an ice cream. The four-pack will be available from March with a recommended retail price of £3.35.
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