Mars Incorporated has been an innovator in the Ice Cream category since buying the DOVEBAR® 35 years ago. Mars is a leader in confectionery, snacking, food, and pet care products and services and the maker of some of the world’s most-loved brands, including a flourishing frozen treats segment. Today, the Mars Ice Cream ambition: to grow the business to $1 billion by 2030.

Read: June 2023 Issue of Food InfoTech Magazine.

By 2029, the global ice cream market is expected to reach a substantial value of $104.96 billion, displaying a significant increase from its $73.62 billion valuation in 2021. Mars, a prominent player in the United States frozen novelty segment, boasts a range of top-selling products such as SNICKERS® Ice Cream Bars, M&M’S® Ice Cream Sandwiches, TWIX® Ice Cream, and KIND® Frozen treats. With its existing twelve billion-dollar brands spanning various snacking, pet, and food sectors, Mars Ice Cream has the potential to join this exclusive group, including renowned products like M&M’S® candy, EXTRA® gum, SNICKERS bars, PEDIGREE®, ROYAL CANIN® pet foods, and Mars’ VCA veterinary clinic chain, once it achieves $1 billion in sales.

“The widespread popularity of iconic Mars brands gives consumers the opportunity to enjoy their favorite candies as innovative Mars Ice Cream products,” said Shaf Lalani, General Manager for Mars Ice Cream. “Mars Wrigley North America will deliver both growth and positive societal impact with our vanilla for DOVEBAR® and empower women throughout our supply chain.”

The DOVEBAR® is the first Mars Ice Cream product with a sustainability ambition. From farm, to factory, to freezer, the silky-smooth bars are made with positive societal impact in mind.

Sustainably Sourced Ingredients: Mars’ purpose states that the world we want tomorrow starts with how we do business today. DOVEBAR®s are made with 100% real ice cream using vanilla that’s sourced from a large-scale vanilla project in Madagascar. In partnership with the Livelihoods Fund for Family Farming (L3F), the project is working to improve the lives of 2,700 vanilla farmers with a specific focus of empowering female vanilla farmers, improving the financial stability of all farmers and their communities, and preserving local biodiversity while cultivating a resilient vanilla supply chain.

Sustainable Solutions in Operations: Mars is committed to embedding sustainable solutions throughout its operations, which includes our ice cream DOVEBAR®s made at Mars Wrigley’s Burr Ridge facility in Illinois. The Mars Wrigley Burr Ridge facility in Illinois sources 100% renewable electricity and sends zero waste to landfills.

Reimagined Packaging: Mars is investing hundreds of millions of dollars into innovative sustainable packaging with the aim to have 100% of all Mars packaging reusable, recyclable or compostable. Among other Mars Ice Cream product packaging updates, Mars recently reduced the film gage in its DOVE Ice Cream Bars which eliminates 27 tons of plastic annually, across four different product offerings.

“At Mars Incorporated, we see an opportunity to grow our ice cream business not only in North America, but around the globe,” said Anton Vincent, President at Mars Wrigley North America and newly appointed Head of Mars Ice Cream globally. “We’re innovating with a focus on product and purpose, and expanding our global manufacturing capabilities to ensure we can meet rapidly rising consumer demand.”


“Besides the ever-growing mound of unpublished travel stories and product reviews accumulating in various folders on my desktop, I've written quite a lot of copy and content for various niches, with specialization in both B2B and B2C segment.”

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