Mars has launched a ‘bite size’ segment in the ice cream market with M&M’s Chills. As the innovation is produced in Belgium, Belgian retailers are the first to sell the novelty.
Made in Belgium
Thirty years after Mars entered the ice cream market with its frozen varieties of the Snickers, Mars, Twix and Bounty bars, the food producer now introduces its first bite size ice cream pralines. M&M’s Chills offer the complete M&M experience, but colder: they are colourful snacks with a layer of milk chocolate – ideal for sharing in cinemas, at barbecues and as dessert after meals.
The innovation is produced in Belgium, in collaboration with the Belgian Icecream Group that is famous for local giant IJsboerke. Mars Global Ice Cream Director Tom Leemans is proud that this product is launched as a world first in his own country: “We have developed the M&M’s Chills in close collaboration with consumer groups and after popular demand. I am proud to be able to launch this innovation in Belgium first.”
The launch is expected to be a big success: M&M’s is ‘at home’ in one in every three Belgian families and ranks fourth in the Belgian chocolate market, according to GfK. Moreover, ice cream is becoming ever more popular, driven by innovation like this one. Nielsen estimates the Belgian ice cream market at 217 million euros, with Mars’ segment growing faster than the total market.
The M&M’s Chills are sold in boxes of nine pralines and come in two varieties: Peanut en Salted Caramel. The recommended sales price will be 5.49 euros per box. M&M’s Chills will be sold in Belgian retailers and cinemas as of this month.