DOVE Chocolate Sweetens Portfolio with Introduction of Premium Cookies, Pint Ice Cream and Milk Chocolate Miniatures with Caramel

DOVE(R) Chocolate, known for delivering the best quality chocolate with a silky, smooth, rich taste and texture, this month introduces three new products to its premium chocolate franchise. New selections include lusciously rich, creamy pint ice cream topped with a layer of DOVE Chocolate ganache, premium cookies uniquely dipped in DOVE Chocolate, and silky, smooth milk chocolate miniatures with caramel. The DOVE Brand now offers even more moments to indulge in the ultimate, decadent pleasure - chocolate.

Complementing the product introductions, DOVE is unveiling a new branding campaign entitled "My Moment. My DOVE.(TM)" Along with a new logo, the campaign unifies the DOVE portfolio with a consistent look and feel through new packaging, advertising and in-store merchandising. The DOVE Brand is supported by a $35 million marketing campaign, which includes television, print and online advertising.

"These new products, as well as our 'Moments' campaign, will make DOVE synonymous with everyday indulgence, allowing consumers to have the best chocolate experience regardless of snacking preferences," said Martyn Wilks, vice president and general manager of Snackfoods at MasterfoodsUSA. "Now DOVE offers chocolate lovers the ultimate indulgent experience whether it be through ice cream, cookies or chocolate."

New DOVE Pint Ice Cream

New DOVE super premium packaged pint ice cream is the first and only ice cream topped with a lusciously rich layer of DOVE Chocolate ganache. The ice cream is then loaded with even more DOVE Chocolate chunks and swirls, creating an ice cream experience like no other. DOVE Ice Cream is available in select supermarkets and convenience stores nationwide for a suggested retail price of $3.79. DOVE(R) pint ice cream is available in nine flavors including:

   - Unconditional Chocolate(TM)   - Caramel Pecan Perfection
   - Give in to Mint(TM)           - Vanilla with a Chocolate Soul(TM)
   - Irresistibly Raspberry(TM)    - Toffee Caramel Moment
   - Chocolate & Brownie Affair    - Cappuccino Chocolate Thrill(TM)
   - Beyond Vanilla(TM)

  New DOVE(R) Cookies

New DOVE premium cookies are uniquely dipped in silky, smooth DOVE Chocolate and marked with the signature DOVE logo. DOVE Cookies are made with the highest quality ingredients and are available in Classic Chunk and Contemporary varieties. The suggested retail price is $2.99*. DOVE Cookies are available in six varieties including:

  Classic Chunk:                    Contemporary:
   - Beyond Chocolate Chunk           - Milk Chocolate Moment
   - Chocolate Walnut Rendezvous      - Mint Chocolate Serenade(TM)
   - Chocolate Walnut Oasis           - Toffee Chocolate Tango
     *8 cookies per package             *15 cookies per package

  New DOVE Smooth Milk Chocolate with Caramel Miniatures

New DOVE Smooth Milk Chocolate with Caramel Miniatures are individually- wrapped silky, smooth, chocolate treats that represent the ultimate DOVE indulgence. DOVE Chocolate with caramel is available in supermarkets and convenience stores nationwide for a suggested retail price of $3.29 for an 11 oz package. New caramels expand the popular DOVE miniatures line, which already includes milk and dark chocolate varieties. Each miniature contains inspirational messages inside the wrapper.

About DOVE

DOVE Chocolate dates back to the mid-1950's, to a small candy store on Chicago's South Side where Leo Stefanos spent months developing his own ice cream treat. Before long, the DOVEBAR(R) was the talk of the neighborhood. The DOVE Chocolate collection also includes DOVE Chocolate Bars and Miniatures available in milk and dark chocolate, DOVEBAR Ice Cream Bars available in single bars and miniature sizes, and DOVE(R) Chocolate seasonal products.

About MasterfoodsUSA

MasterfoodsUSA, the United States food, snack and petcare operations of Mars, Incorporated, is one of the world's leading food manufacturers. With more than $5 billion in annual sales, the combined food, snack and petcare segments are a symbol of excellence for quality brands. Headquartered in Hackettstown, NJ, MasterfoodsUSA employs more than 7,000 associates in the United States, with 15 manufacturing facilities nationwide. The company owns some of the world's favorite brands including M&M'S(R) Brand, SNICKERS(R) Brand, UNCLE BEN'S(R) Brand, PEDIGREE(R) Brand Food For Dogs, WHISKAS(R) Brand Food For Cats. For additional information, please visit MasterfoodsUSA online newsroom at www.masterfoodsnews.com .

Source: MasterfoodsUSA

CONTACT: Joan Buyce of MasterfoodsUSA, +1-908-979-5056, or
joan.buyce@effem.com ; or Margo Carswell of Porter Novelli, +1-212-601-8053,
or mcarswell@porternovelli.com

Web site: http://www.masterfoodsnews.com/