Bubble Gum brand Hubba Bubba has entered the frozen category with an ice lolly.
Featuring bubble gum-flavoured ice with a layer of squishy jelly, the impulse format (rrp £1.65) is available across grocery, convenience and wholesale channels from next month, while a multipack is exclusive to Iceland.
The UK ice cream market is now worth £3.4bn, with total Mars branded ice creams growing at an impressive rate of 30% YOY, claims Mars Chocolate Drinks and Treats. General manager Michelle Frost says: “The Hubba Brand has enjoyed a recent resurge in popularity, appealing to a wide spectrum of consumers.
“In the mints and gum market, we have seen Gen Z cited as the catalyst behind a 16% YOY growth in gum specifically (NielsenIQ), however with Hubba Bubba we also have the added benefit of brand nostalgia to appeal to Millennials and beyond.
“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!”
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