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Mars Snacking has announced a significant expansion of its frozen novelty portfolio, unveiling SNICKERS® Ice Cream Minis as a permanent addition to the brand's lineup.

The launch capitalises on the "permissible indulgence" trend, offering a miniaturised format designed to capture the snacking occasion throughout the day. The new line features five multi-textural variants, headlined by a strategic cross-brand collaboration with M&M’S.

Product Architecture and Flavour Innovation

The range is engineered to deliver the signature textural complexity of the SNICKERS bar—creamy ice cream, caramel, and crunch—in a bite-sized format. All SKUs are formulated with 100% real ice cream.

The Five-Flavour Lineup:

🥜 SNICKERS Original: The core proposition featuring creamy peanut butter ice cream, smooth caramel, and crunchy peanuts encased in a chocolatey shell.

🥜🔥 SNICKERS Crunchy Peanut Butter: A "bolder" take on the original, packed with additional roasted peanuts and a signature chewy caramel glaze for enhanced texture.

🍦🌰 SNICKERS Almond: A twist on the classic profile, substituting peanuts for almonds and pairing them with vanilla ice cream and caramel.

🧂🍮 SNICKERS Salted Caramel: A trend-focused profile featuring salted caramel ice cream layered with caramel and peanuts.

🔴🟡 SNICKERS x M&M'S Minis: A category-first collaboration combining caramel, peanuts, and M&M'S Minis inclusions within a peanut butter ice cream base.

The 'Snackable' Shift

Mars cites growing consumer demand for "mini-sized items" as the primary driver for the innovation. By reducing the portion size, the brand aims to increase consumption frequency, positioning the product as a quick afternoon treat or on-the-go bite rather than a sit-down dessert.

Chanel Gant, Mars Ice Cream Marketing Director, commented on the category positioning: "SNICKERS Ice Cream is the biggest candy brand in the freezer aisle, and now we're raising the bar with a cool, snackable treat that's perfect for moments when you want to kick back and chill. We're thrilled to introduce SNICKERS Ice Cream Minis, delivering the candy-inspired flavours consumers are looking for in the ice cream category."

Commercial Availability and Activation

The 10-count boxes for Original, Crunchy Peanut Butter, Almond, and Salted Caramel are rolling out to retailers nationwide immediately.

Retailer Exclusive: The SNICKERS x M&M'S Minis flavour has secured an exclusive listing with Walmart, scheduled to hit shelves in February.

To support the launch, Mars has confirmed a "SNICKERS Minis Tour" sampling activation, which will visit major US cities throughout the summer season.