Brand plans for Mars Ice Cream

Summer 2013 is set to be the busiest, and most exciting yet for Mars Ice Cream. To kick off the year, the company is building on the success of its core ice cream and chocolate brands by introducing three new products. The launches will be supported through trade and consumer advertising, PR and in-store retailer support.

Mars and Snickers ice creams will be launched in a new mini format. The products will be available in Multipacks of ten, and at 74kcal (Mars) and 85kcal (Snickers) consumers can stock their freezers with snack sized, low calorie treats, perfect for dessert, or day-time snacking.

Galaxy Almond is being introduced to the market and offers consumers another moment of pleasure – with real dairy ice cream, covered in smooth Galaxy chocolate and topped with nuts, a consumer favourite.

Mars Ice Cream is also launching Mars Chocolate Core. With a dark chocolate infused centre the classic Mars ice cream bar is now available as a more indulgent, chocolatey treat. The product will be available in a six pack multipack for a limited time only throughout the summer in 2013. This new variant will offer consumers who love Mars Ice Cream the chance to indulge in a dark chocolate infused version of their favourite treat.

Tony Lorman, general manager Mars baked and ice cream, comments, “2013 looks set to be the biggest year yet for Mars Ice Cream, and we are committed to building our key brands and growing the category even further. The launch of three new and innovative products is sure to capture consumer attention at the beginning of the year, and the brands will be supported by advertising, PR and in-store activity throughout 2013. As part of our role as a leading manufacturer of best-loved ice cream products we are committed to building retailer confidence and driving the Ice Cream Bar category as a whole through innovation and support for our best-loved brands.”

James Hay, senior brand manager, Mars Ice Cream, comments, “With the days getting longer, more consumers will be looking to enjoy ice cream. Although retailers should ensure they keep ice cream stocked up throughout the year, as we enter the Spring and Summer months, there are even more opportunities for retailers to grow ice cream sales. Mars Ice Cream offer consumer favourites in both single and multipack formats, appealing to both the impulsive nature of ice cream bar purchases and the growing in-home sharing trend. We are committed to supporting retailers and growing the category in 2013, and are particularly excited about our new innovation this year.”

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