The Galaxy Vanilla & Chocolate Temptation cone is made from dairy ice cream with chocolate ripples, covered with milk chocolate. Exclusive to the impulse sector, the cone has an rrp of £1.25.
The company will also launch Starburst Smoothies ices, which come in two flavours - Berry Blast and Exotic Fruits. Each contains 30 per cent real fruit and has fewer than 100 calories. Mars' ice cream range will be supported by a £1 million marketing campaign.
Trade relations manager Bep Sandhu said: "We will continue to use an extensive media programme to generate consumer awareness and demand for all our products.
"In 2008 our sales force is looking to contact over 30,000 independent shops offering advice on merchandising deals and providing eye -catching POS."
Mars is also advertising its chocolate bar on TV in a new marketing campaign that revives the brand's Work, Rest & Play slogan. Running until the end of April, a series of ads will show how "the treat of an occasional Mars bar can give you just the boost you need to get everything done with a smile", according to the company.
The original strapline was first used in 1959.