Mars Chocolate Drinks and Treats (MCD&T) has unveiled a Hubba Hubba Ice Lolly, the first time that the popular gum brand has been developed into a frozen treat.

The bubble gum-flavoured ice with a layer of jelly will be available to convenience and wholesale as a single lolly with an RRP of £1.65, while a four-pack will launch exclusively in Iceland with an RRP of £2.99.

Its launch comes as the UK ice cream market is now worth £3.4bn, with Mars-branded ice creams growing by 30% annually.

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Michelle Frost, general manager at MCD&T, said: “The Hubba Bubba brand has enjoyed a recent resurge in popularity, appealing to a wide spectrum of consumers.

“In the mints and gum market, we have seen Gen Z cited as the catalyst behind a 16% year-on-year growth in gum specifically. However, with Hubba Bubba we also have the added benefit of brand nostalgia to appeal to millennials and beyond.

“Following on from the successful launch of both Skittles Stix and Starburst Ice Lolly in 2022, introducing Hubba Bubba to our range of branded ice lollies is an exciting move for 2023, where we hope to add a pop of fun and excitement to the freezer aisle.”

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