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Mars Chocolate Drinks and Treats has transformed its popular gum brand Hubba Bubba into a frozen treat with the launch of Hubba Bubba ice lolly. The ice lolly features bubble gum-flavoured ice with a layer of squishy jelly.

Michelle Frost, general manager at Mars Chocolate Drinks and Treats, said: “The Hubba Brand has enjoyed a recent resurge in popularity, appealing to a wide spectrum of consumers".

She continued: “In the mints and gum market, we have seen Gen Z cited as the catalyst behind a 16% YOY growth in gum specifically. However, with Hubba Bubba, we also have the added benefit of brand nostalgia to appeal to Millennials and beyond".

“Following on from the successful launch of both Skittles Stix and Starburst Ice Lolly in 2022, introducing Hubba Bubba to our range of branded ice lollies is an exciting move for 2023, where we hope to add a pop of fun and excitement to the freezer aisle.” Hubba Bubba ice lolly will be available across grocery, convenience and wholesale channels in a single format for an RRP of £1.65, while a four-pack will launch exclusively in Iceland for £2.99.