Masterfoods has unveiled its ice cream line up for 2007, following bumper sales during last year’s hot summer when the impulse ice cream market grew by 7.9%.

This year sees a new Twix Xtra bar joining the impulse range (rrp £1), following a three-year absence of the brand in ice cream format.

A £3.6m marketing campaign will support the Masterfoods ice cream portfolio, including advertising and an on-pack promotion running on Snickers, Mars and Twix as part of a sponsorship package with 20th Century Fox for the fourth Die Hard film: Live Free or Die Hard.

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