With a TV audience of up to 20m for matches Euro 2016 is set to be one of the biggest in-home snacking events of the year, says Mars Ice Cream.
It is estimated that 8 out of 10 people will watch from home and 73% of them will buy snacks to consume during matches.
Within the ice cream category, the firm says, wrapped handheld products remain the most popular choice, accounting for more than half of ice cream sales.
Mars ice cream, it says, is the most popular ice cream bar in the UK, now worth more than £11.5m in value sales, followed by Snickers ice cream bar as the second- most popular. The bars are available in four and six-packs and as singles.
Mars Ice Cream has also launched Maltesers Teasers ice cream in four-packs, has Twix in four-packs and Bounty in six-packs.
Bep Dhaliwal, trade communications manager for Mars Ice Cream said:
“Retailers should display the packs prominently, face-forward, to make the most of the appeal of the highly recognisable brands.
“Mars Ice Cream also offers a range of complimentary POS, including freezer stickers.”
Häagen-Dazs ice cream has introduced a new range of 300ml tubs across its best-selling flavours – Vanilla, Strawberry Cheesecake, Cookies & Cream, and Salted Caramel. They are available in £3.50 PMPs exclusively in convenience.