New M&M’S® Ice Cream Treats Bring Colorful Fun to the Freezer

New M&M’S® Ice Cream Treats Bring Colorful Fun to the Freezer

Vanilla Ice Cream, Creamy Chocolate and a Colorful Shell Mean Three Treats in One for Three Times the Fun!

HACKETTSTOWN, N.J. (June 6, 2008) – Mars Snackfood US announced today the Summer release of new M&M’S® Brand Ice Cream Treats. Available as an ice cream bar on a stick and mirroring the look of a classic M&M’S® candy, each bar contains vanilla ice cream covered in a chocolaty coating then dipped in a chocolaty colored shell (red, green or blue) and placed on a stick. M&M’S® Ice Cream Treats will be available nationwide in single or multi-packs of five bars at $1.49 and $3.99 respectively. Every treat contains a riddle on the stick from the popular M&M’S® spokescandies red and yellow; the answers, hidden beneath the ice cream, can only be solved upon finishing all three layers of fun.

“We are really excited to launch M&M’S® Ice Cream Treats and make them the summer’s coolest treat,” said Craig Hall, General Manager, Ice Cream, Mars Snackfood US,  “M&M’S® Ice Cream treats are bringing the classic fun and color that consumers associate with M&M’S® Chocolate Candies to the ice cream aisle and freezers around the country.”

Marketing Support for M&M’S® Brand Ice Cream Treats
To support the launch of the summer’s yummiest dessert, the M&M’S® brand is reminding Americans of their soft spot for ice cream with a promotional campaign evoking ice cream nostalgia with a colorful twist.  Beginning in Mid-June through Mid-July ‘Team Ice Cream’ will blitz high traffic areas donned in traditional uniforms consisting of white pants and shirts with colorful bowties. At each stop there will be an Ice Cream Oasis – an interactive old-fashioned ice cream parlor – where Team Ice Cream will distribute coupons and samples and people can cool down with America’s favorite treat. Additionally, a restored 1950’s ice cream truck will be spotted throughout some of the cities. In-market sampling will occur in following cities: Boston, Hartford/Springfield, CT, New York, Philadelphia, Washington, DC, Miami/Ft. Lauderdale, Chicago and Los Angeles. The 1950’s ice cream truck will be driven throughout Boston, Philadelphia, New York and Washington, DC.

Beginning in May, colorful print and television advertising will further introduce M&M’S® Ice Cream Treats to consumers throughout the country. The advertising creative plays upon the classic M&M’S® candies slogan “Melts in your mouth, not in your hand®,” by featuring an image of the bright new treat with the tagline “Melts in your mouth and in your hand™.”  The television campaign will showcase the classic M&M’S® characters Red and Yellow having fun in the grocery store’s ice cream aisle.

About M&M’S®
M&M’S® has been producing colorful chocolate fun for Americans since 1941. There are more than eight permanent varieties of M&M’S® Chocolate Candies, in addition to Seasonal Candies made for special occasions including Easter, Holiday, Halloween and Valentine’s Day, as well as ice cream. Customers seem to be most passionate about the color found in each bag of M&M’S® Chocolate Candies. Existing product lines include: M&M’S® Milk Chocolate Candies, M&M’S® Dark Chocolate Candies, M&M’S® Peanut Chocolate Candies, M&M’S® Dark Chocolate Peanut Candies, M&M’S® Almond Chocolate Candies, M&M’S® Peanut Butter Chocolate Candies, M&M’S® Chocolate Mini Baking Bits, MY M&M’S® Milk Chocolate Candies and M&M’S® MINIS® Milk Chocolate Candies. Please visit mms.com

About Mars Ice Cream:
Mars Ice Cream (a division of Mars Snackfood US) has been making fun Ice Cream moments happen since 1986 with some of the world’s best loved brands:  DOVE®, M&M’S®, SNICKERS®,  TWIX® and MILKY WAY®.  Within Ice Cream, Mars is known for its outstanding quality and attention to detail, including its use of real dairy ingredients, Mars’ famous quality chocolate, freshly roasted peanuts, and even making its own secret recipe caramel on-site.  Known as the home of the DOVEBAR®, Mars Ice Cream employs more than 150 associates in Burr Ridge, Illinois.  Mars’ Ice Cream popular products include DOVEBAR®, DOVEBAR® Miniatures & DOVE® Packaged Ice Cream, SNICKERS® Ice Cream Bars, Cones & Brownie Sandwiches, M&M’S® Ice Cream Treats, Cones & Cookie Sandwiches, and TWIX® Ice Cream Bars.

About Mars Snackfood US:
Mars Snackfood US is the United States snack operations of Mars North America. With more than $7 billion in annual sales in the U.S., Mars North America includes food, snack and pet care segments, which are a symbol of excellence for quality brands. Headquartered in Hackettstown, New Jersey, Mars North America employs more than 12,000 associates in the United States, with 54 facilities nationwide. Mars Snackfood US includes some of the world’s favorite brands such as DOVE® Brand Chocolate, M&M’S® Brand, MILKY WAY® Brand, SKITTLES® Brand, SNICKERS® Brand, STARBURST® Brand, 3 MUSKETEERS® Brand, TWIX® Brand and more. Additional popular brands in the petcare and food segments for Mars North America include UNCLE BEN’S® Brand, PEDIGREE® Brand Food for Dogs, and WHISKAS® Brand Food for Cats. Please visit mars.com