The bars are part of the company’s ice cream strategy for 2006, which includes a marketing spend of £3.6m, a year-on-year increase of 38%.
Maltesers ice cream bars will be sold by the multiples in four-packs (rsp: £1.99). Both milk and white chocolate variants come in a bar that resembles four Maltesers in a row, and will sit alongside Maltesers sticks sold in the impulse sector.
Also new is Starburst lemon and lime stick, with lemon ice cream in the centre and lime sorbet on outside. Exclusive to the impulse channel and containing less than 3.5% fat, the product is aimed at women.
Marketing activity running from April to August will include sampling and a direct mail campaign involving six million consumers. The company is also creating an ice cream sales force for independents.