Mary Carmichael
Eden Vale is aiming to capitalise on the success of Masterfoods' Mars and Bounty brands with the launch of two mousses bearing the names of the confectionery stars.
The two newcomers join a stable which already includes Masterfoods' Galaxy, Milky Way and Starburst products.
Both have been created to be as faithful to their confectionery counterparts as possible. The Bounty product consists of coconut-flavoured mousse with a chocolate base, while the Mars version is a malted, whipped mousse with caramel swirls and chocolate.
Launch price will be 55p for a single 110g pot, with widespread three for 99p' promotions, and the company already boasts full distribution for both products.
Sarah Lill, Eden Vale's marketing manager, predicted the arrivals would be worth £10m in their first year and would account for around 10% of the chilled mousse market.
"We expect to see real category growth," she explained. "There is no doubt that strong brands originating in the confectionery sector do travel well into other product areas.
"We've seen the success of these lines in ice cream and we think desserts will see the same pattern of category galvanisation and rapid growth in sales."