Mars Chocolate Drinks and Treats has unveiled a Hubba Hubba Ice Lolly, marking the first time the iconic gum brand has been developed a frozen treat.
Featuring bubble gum flavoured ice with a layer of jelly, the lolly will be available to wholesale and convenience in March 2023.
The treats will sell with an RRP of £1.65 (x1) while a four-pack will launch exclusively in Iceland with an RRP of £2.99.
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The launch comes as the UK ice cream market is now worth £3.4bn, with Mars-branded ice creams growing by 30% annually.
“The Hubba Brand has enjoyed a recent resurge in popularity, appealing to a wide spectrum of consumers,” general manager at Mars Chocolate Drinks and Treats, Michelle Frost said.
“In the mints and gum market, we have seen Gen Z cited as the catalyst behind a 16% YOY growth in gum specifically, however with Hubba Bubba we also have the added benefit of brand nostalgia to appeal to Millennials and beyond,” she added.
Frost also commented: “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.”
The news comes as The Serious Sweets Company (SSC) has acquired confectionary brand Mallow and Marsh for an undisclosed amount.
