Mars Chocolate unveils M&M’s ice cream bars

To capitalise on the growing popularity of the frozen novelty bar format Mars Chocolate has introduced M&M’s ice cream bars.

The new single ice cream bar is individually wrapped and will feature M&M’s milk chocolate candy pieces and reduced fat vanilla ice cream, covered in milk chocolate.

It builds upon the release of the M&M’s Ice Cream Cookie Sandwich, which according to Nielson, has significantly outpaced its category and grown by over 10%. In addition, the frozen novelty bar format is growing more than two times the category, largely due to the preference or a convenient treat.

The ice cream bars are available in drug, grocery, mass and convenience stores in the US. Six bar boxes can be purchased for $3.99 and 2.64 oz single bars can be purchased for $1.79.