NOTHING pleases like Maltesers – but not for one ice-cream maker which has been forced to rethink an award-winning product after confectionery giant Mars took umbrage.

Taywell Ice Creams, which was founded in Goudhurst but now operates from Paddock Wood, has said it will remove Maltesers from one of its most popular products after the global company complained that its trademark was being misused.

Disappointed Taywell owner Alastair Jessel accused Mars of being "heavy handed" and of trying to "stifle innovation" after it demanded he change the name of the ice cream – called White Malteser – to White Maltesers, and include the registered trademark symbol, as well as adding a disclaimer distancing Mars from the product.

"It's sad, as it's in our top ten best-selling products ever," said Mr Jessel.

"I think it's a rather heavy- handed approach by a big manufacturer, and poor PR on their part. Innovation is the lifeblood of small businesses and it feels like they're trying to stifle this."

He said Maltesers made up just 5 per cent of his White Malteser ice cream, which in 2009 was one of several Taywell products to win a Great Taste Award by the Guild of Fine Food, the industry's most prestigious awards.

Instead of accepting Mars' suggested changes, he has vowed to replace the Maltesers with white chocolate chips and change the ice cream's name completely.

Mr Jessel, whose firm is based in Maidstone Road, said: "They wanted the name amended to include a registered trademark and words which said 'this ice cream is not endorsed by Mars'.

"Our ice cream has an emotional attachment for our customers and having this would just bring it down.

"I thought it was a nice gesture to Mars to have their chocolate in what is a completely natural product. It is sad they have turned down the opportunity."

Taywell, a family-run business which was founded in 2006, is well known locally, with products in numerous local farm shops, restaurants and Trinity Theatre in Tunbridge Wells. It had national exposure in 2008 when it featured on hit BBC show The Apprentice, when candidates were asked to invent their own ice creams.

Recently, Taywell struck a deal with wholesale giant Costco to stock its products, and sales are projected to grow as much as 200 per cent by the end of the year.

Mars refused to comment.