UK: Mars to launch mini ice creams

By just-food.com | 18 February 2008

Confectionery giant Mars is to launch a range of mini-format ice creams in the UK.

The US-based group will sell Galaxy Minis and a multi-pack dubbed A Little Bit of … Mars, Snickers and Bounty.

To support the launch, Mars is planning a GBP£9m (US$17.5m) media spend behind the Galaxy brand.

"Both products are strongly placed to help establish sharing in ice cream as our brands already exist in other sharing formats, and importantly, the two packs target very different consumers and distinctive sharing occasions," said Bep Sandhu, Mars trade relations manager.

The company will also launch a Galaxy vanilla and chocolate cone and a Starburst Smoothie lollie.

Sectors: Confectionery, Dairy, Ice cream, NPD & innovation

Companies: Mars

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