Mars Chocolate Drinks and Treats has announced a new addition to its ice cream sharing tub range, Maltesers Ice Cream Tub.
Available from February 2018 with an RSP of £3, it features a blend of malt ice cream, Maltesers mini pips and chocolate.
The new product will enjoy the support of an overall £5m brand investment for Maltesers in 2018, and looks to capitalise on the popularity of the tubs format, which accounts for 44% of ice cream sales.
Phil Shaw, Head of Sales at Mars Chocolate Drinks and Treats, said: “Maltesers Ice Cream is an exciting addition to our Tubs range – and already a popular choice in impulse with Maltesers Teasers single ice cream on a stick. With this new product, we are aiming to attract even more brand loyalists to the ice cream category and build on the success of Mars and Snickers Ice Cream Tubs which, while still relatively new entrants to the market, are performing well.
“We know our brands are well-loved by consumers, and with sharing tubs continuing to dominate the category, our range is sure to keep customers coming back to the freezer!”