Mars Inc has chosen France as the first market for the launch of its M&M’s ice cream bars.

Tom Leemans, the CEO of Mars’s chocolate business in France, said the launch next month of the ice cream bars, in peanut and chocolate variants, will give “new impulse” to the ice cream market in France.

“It’s a major innovation that capitalises on our know-how and expertise and marks the start of a new success story,” Leemans said. 

The development of M&M’s ice cream bars, which will be exported to other countries from France, follows three years of research and development, Mars said. The new product will be manufactured in France and “brings together the best of M&Ms in an ice cream”.

The company said the launch completes its portfolio of ice cream crossovers from its confectionery range including Snickers, Mars, Twix and Bounty.

M&Ms ice cream bars will go on sale in stores across the country in packs of four at a suggested retail price of EUR3.49 (US$3.68) per pack.

Mars also confirmed two Mars Signature chocolate bars – Craquant Amandes (crunchy almonds) and Craquant Amandes Chocolat noir (crunchy almond dark chocolate) – will be launched in the French market next month.