Mars Chocolate Drinks and Treats (MCD&T) has unveiled Twix Ice Cream Cones, set for launch in convenience and wholesale in March.

The ice cream features a combination of caramel ice cream with caramel sauce wrapped in a wafer cone and topped with biscuit pieces. It will be available as a four-pack with an RRP of £3.50.

This marks the first time the popular chocolate confectionery brand has been developed into an ice cream cone format. It is launching alongside Mars Ice Cream Cones, which will be available exclusively from Iceland next month.

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The launches come as Mars Ice Cream grew by £11.5m last year, grabbing a 42% share of the total ice cream market. According to the supplier, it has delivered more than six times the growth of the category average in the past five years, more than any other manufacturer.

Michelle Frost, general manager at MCD&T, said: “The brand familiarity and price point of Mars products have really allowed us to solidify our mid-market position, and for some of our core brands like Mars, the appetite for our classic products has still increased by a third. Developing the Mars and Twix brands into an ice cream cone format was a natural progression to give fans of the brands an alternative format to enjoy.”

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