Mars Drinks & Treats has announced the addition of the Snickers Peanut Butter Creamy ice cream bar to its frozen portfolio. This strategic launch aims to capitalise on the sustained growth within the premium handheld ice cream segment and follows a year of significant value increases for the brand in the United Kingdom.
The introduction of the new variant comes as the UK ice cream category saw a 12.7% rise in sales in 2025, reaching a total market value of £1.6 billion. Mars reported an 11.2% increase in its own branded ice cream sales during the same period, bringing its portfolio value to £51.5 million.
Tapping into Premium Flavour Trends
The Snickers Peanut Butter Creamy ice cream bar is designed to leverage the established brand equity of Snickers while catering to the increasing consumer demand for peanut butter-based frozen treats. The product features a combination of roasted peanuts, nougat, and caramel, layered with peanut butter ice cream and finished with a milk chocolate coating.
Kerry Cavanaugh, General Manager at Mars Drinks & Treats, noted that the Snickers brand has consistently served as a high-performer within the company’s frozen range. The new launch follows the successful 2025 introduction of the Snickers White ice cream bar, suggesting a continued strategy of flavour diversification to maintain brand momentum.
Strategic Retail Partnership and Distribution
The new product will be available exclusively in Iceland stores starting in March 2026. This focused distribution strategy allows Mars to target specific consumer demographics within the frozen food sector before potentially scaling to wider retail channels.
Key launch details include:
Format: Multipacks of six bars.
Pricing: Recommended Retail Price (RRP) of £3.00.
Retail Launch: Iceland stores.
The expansion reflects a broader trend in the confectionery and frozen industries where heritage brands are successfully transitioning into the ice cream category. By maintaining the signature flavour profile of its confectionery counterpart while innovating with textures—such as the "creamy" profile of this new launch—Mars aims to capture both existing Snickers loyalists and new consumers in the competitive handheld ice cream market.
As the UK market continues to show resilience in the premium snacking sector, Mars’ continued investment in its hero brands indicates confidence in the long-term profitability of frozen confectionery extensions.
