Masterfoods adds Mars Midnight

Two new additions have been made to Masterfoods’ ice cream portfolio extending its Mars and Maltesers ranges.

In the Mars range, Mars Midnight ice cream bar combines dark chocolate with white vanilla ice cream and is available as single ice cream bars (RRP £0.70) and in a four bar multipack (RRP £2.59).

Masterfoods promises the new ice cream bar will be supported with an extensive media campaign from May to August with radio and outdoor advertising and sampling.

White Maltesers ice cream stick is the new addition to the Maltesers range and contains malted ice cream and mini Maltesers encased in white chocolate. The product comes in single sticks (RRP £1.10) and a three stick multipack (RRP £2.59)

Masterfoods estimates there will be £14m advertising support behind the overall Maltesers brand in 2005, helping to drive sales of the new product.

Andrea Taylor, Masterfoods trade relations manager comments: “We continually aim to utilise our core strengths – building on our exceptionally strong brands and continuing creative product innovation.

“White Maltesers ice cream stick is a key new product in our 2005 ice cream portfolio and follows the huge success of Milk Chocolate Maltesers ice cream in 2002 and White Maltesers in confectionery last year.”

contact: 08457 446644

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