M&M'S Ice Cream Treats

The iconic candy brand, M&M'S, is cooling down the summer with the launch of new M&M'S brand ice cream treats. The frozen novelty is an ice cream bar on a stick that mirrors the look of a classic M&M'S candy, with vanilla ice cream covered in a chocolaty coating, which is then dipped in a chocolaty red, green or blue colored shell. M&M'S ice cream treats will be available nationwide in single or multi-packs of five bars at a retail price of $1.49 and $3.99, respectively. Adding to the fun are riddles printed on the treats' sticks. Marketing for the product includes print and television, a 'Team Ice Cream' that will promote the item in high traffic areas, as well as an Ice Cream Oasis -- an interactive old-fashioned ice cream parlor -- where samples and coupons will be available and a 1950s-style ice cream truck in metropolitan areas.

Mars Snackfood US, Hackettstown, N.J.
(908) 852-1000; www.mars.com