Ben & Jerry's is putting £1m ­ an increase of 25% ­ behind five new ice cream flavours this year to build on last year's growth, which it claims at 152%. The first flavour off the blocks in mid April is Chubby Hubby ­ invented by a "circumference challenged" employee who used to mix up his favourite foods into tubs of ice cream for his lunch. Chubby Hubby is made with malted ice cream, fudge, peanut butter and fudge covered peanut butter filled pretzels (rsp £3.69 for 500ml). Four other flavours will follow in the summer, together with an ad campaign expected to be along the same lines as last year's cartoon parodies of cult movies. {{P&P }}

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