Mars is stepping into the newly declared ice cream free-for-all armed with new variants of its favourite brands and a £6m marketing budget. It is aiming to increase market share from 15% to 35% in the next three years following the government's decision to ban Birds Eye Wall's from having freezer exclusivity deals in the impulse sector. Trade relations manager Philippa Leon said this gave brands the opportunity to "breathe". Mars King Size, M&M's chocolate cone and Galaxy triple chocolate swirl are all joining the ice cream range. The marketing campaign focuses on core brands, with £3m on Twix TV advertising, £2m on Mars posters near impulse outlets and £1m worth of Starburst lollies posters. This budget for ice cream brands is in addition to Mars' £77m push behind confectionery this year. The total ice cream market has grown significantly during the last 10 years and is valued at £740m. However, growth in wrapped hand held brands has been driven by the grocery sector. Mars hopes the relaxation of restrictions will help revitalise the impulse ice cream sector which it says has declined 18% in the last four years. For supermarkets there are also new multiple purchase Bounty and M&M's vanilla cone packs and a Mars 12 pack, together with relaunched Mars Funsize. Mars is also repeating limited editions of chocolate Twix and Mars Dark and Gold. {{P&P }}

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