TO celebrate its 80th birthday, Maltesers will be backed by £10m worth of advertising and marketing.
One of the products at the forefront of the campaign will be Maltesers Teasers ice cream, which has been made available in a four-pack for the first time.
Phil Shaw, general manager at Mars Ice Cream, said: “Last year, sales of the single variant of Maltesers Teasers ice cream grew by 13% which helped contribute to ice cream on a stick becoming the most popular format in the growing wrapped handheld category.
“With ice cream being the third largest category for in-home treats and four-pack being the most popular pack format, it was clear we were missing a trick.”
The four-pack has an RRP of £3.35.
