Mars adds more ices to its arsenal

Mars Confectionery will continue its programme of brand extension with the launch of ice-cream versions of Starburst and the low-calorie chocolate bar Flyte.

Advertising plans are a closely guarded secret but it is expected that DMB&B, which handles the 2.3m Flyte account (ACNielsen-MEAL), will launch the ice-cream version.

Mars is in the process of rebranding Opal Fruits as Starburst in the UK to bring it in line with the rest of the world. Packs began carrying a name-change flash last month.

Grey currently manages the 1.3m (ACNielsen-MEAL) Opal Fruits account.

Both ice-cream products are expected to reach retail outlets by April 1998. It is understood that Mars will also extend the distribution of the limited edition dark chocolate Mars bar, Mars Dark.

Mars refuses to comment on any developments.

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