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July 18, 2016

Mars launches range of frozen desserts

Mars Inc is expanding the tastes of some of the group's best-known brands from the confectionery aisle into the freezer with the launch of a range of frozen desserts.

Mars Inc is expanding the tastes of some of the group’s best-known brands from the confectionery aisle into the freezer with the launch of a range of frozen desserts.

The new desserts from Mars’ chocolate drinks and treats (MCD&T) arm include Twix Cheesecake, Maltesers Pavlova and Mars Dessert Bar.

Mars said MCD&T has been working alongside European frozen desserts producer Coppenrath & Wiese to develop the new products.

MDC&T general manager Michelle Frost said: “Innovation is a key factor in maximising sales and driving growth within this category. Our frozen desserts range combines the great taste of these familiar brands, with an exciting twist to offer consumers something new and different.”

Last year, Mars added a lactose-free variant to its ready-to-drink milkshake range in the UK, which MDC&T said was in response to growing demand for “more specialised products” within he flavoured milk category.

Earlier this year, the group rolled out two new protein bars under its Mars and Snickers brands in the UK.

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