The "record-breaking" launch of Planets fuelled an 8.5% rise in confectionery sales last year for Mars, which this week announced it was buying Wrigley for $23bn.

Planets has racked up sales of more than £17m in the year since its debut in March 2007, making it the most successful bite-size launch in the history of Mars, the company said.

Planets has achieved the best level of repeat purchase of any confectionery launch in the past four years, added trade relations manager Bep Sandhu. The brand would be backed by a £4.6m spend ahead of an autumn launch into pouches.

Confectionery sales growth was being driven by everyday chocolate, including Mars, Snickers and Galaxy, said Sandhu. Value growth in filled bars was up 4.8% while bite-size grew 14.2% thanks to Planets.

The introduction of new Galaxy variants, including smooth dark and roasted & caramelised hazelnuts, backed by a £4.9m campaign, helped drive 18% growth in block chocolate.

Mars is now extending Celebrations into ice cream with the launch of Minis, set to hit Tesco exclusively in the next few weeks.

Sugar confectionery sales, up 8% in 2007, would be boosted by the launch of Starburst Twisted Chews in May, said the company.

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