Branded minis win ice cream sales


MARS Ice Cream says it expects to achieve significant growth in 2014 after ending 2013 as the fastest-growing producer of wrapped hand-held (WHH) ice creams, with a 20% year-on-year sales increase, well ahead of the 8% market figure.

Last year Mars extended its range and offered its biggest-selling brands in a variety of ice-cream products.
The firm says the Mars and Snickers ice cream brands performed strongly in the last 12 months, growing by 21% and 24% respectively.
Much of the growth is said to be down to the launch of the Mars & Snickers Minis, which the company describes as ‘the biggest innovation from Mars Ice Cream in a decade”. It said the launch introduced almost 300,000 new purchasers to the brands.
Four of its singles – Mars, Snickers, Maltesers and Bounty made it into the fastest-selling 20 singles in impulse outlets and Twix multipacks achieved a 28% year-on-year sales increase. The firm also introduced Galaxy Almond single to its ice cream range.
James Hay, senior brand manager, Mars Ice Cream said: “We are committed to supporting retailers and growing the category in 2014, and are particularly excited about our on-going success.”