Mars Ice Cream has revealed innovative plans highlighting lucrative sales opportunities for retailers in 2012 and beyond.
New Product Development
Mars Ice Cream will focus on its best-selling Bar brands in 2012, including the launch of the new Twix recipe, available in all formats; Singles, 4-packs and 6-packs. The new and improved recipe of crunchy biscuit, caramel flavoured real dairy ice cream, topped with smooth caramel and coated in milk chocolate, completes M ars Ice Cream’s Bar portfolio.
The Mars brand delivered over £15m in sales in 2011 - a must stock for any freezer in-store. Sales of Mars Ice Cream will be boosted further by the halo effect of Mars’ role as official supporter of the FA, in this UEFA Euro year.
Snickers confectionery brand enjoyed 78% growth throughout 2011. Sales of Snickers confectionery will enjoy significant uplift in 2012 on the back of the You’re not You When You’re Hungry campaign, which will benefit Snickers Ice Cream too.
Mars Ice Cream will double its marketing spend to £2m in 2012, so the range will be top of mind with consumers, according to the company. Mars Ice Cream has a POS order line to ensure retailers have access to the most effective Point of Sale available.
Unique dairy recipe
As well as Mars Ice Cream’s competitive brand portfolio, Mars is the only chocolate manufacturer to use an ice cream recipe based on real milk and cream, and never uses any artificial colours or preservatives. In 2012, Mars will continue to improve the nutritional profile of its Real Dairy Ice Cream recipe.
New Mars Ice Cream team
Tony Lorman has been appointed general manager of Mars Baked & Ice Cream, based in the famous Mars UK headquarters in Slough. The Ice Cream team has also doubled in size and 2012 will mark the start of a new strategy driven by these newly appointed Associates; including a strengthened Feet on the Street resource for 2012.
Mars Ice Cream sustainability achievements
Mars Ice Cream is committed to sustainable business and has already achieved a number of goals:
- 900 tonnes of packaging saved in three years.
- Only 100% recycled cardboard used.
- Zero waste sent to landfill.
Mars Ice Cream also continues to step change its sustainability agenda to meet Mars’ 2020 targets: including cutting transport CO2 emissions by 30%, reducing energy CO2 by 20% and using 20% less water.
Other exciting plans in 2012 will include price mark flashing Mars’ four-pack range of Mars, Snickers and Twix at £1.50. The Mars Ice Cream six-pack range offers a 100% satisfaction guaranteed promotion on-pack flash. 2012 will also see Mars Ice Cream launch re-designs of Mars and Snickers Single Ice Cream packaging, featuring fresh, creative art work to give greater standout in freezers and clear signposting via the brands.
Lorman said : “This is going to be a great year for Mars Ice Cream. We are a pioneer of frozen confectionery – with the brands, taste and value that consumers love. If a brand sells well as confectionery, why not stock it in the freezer too. We are committed to building retailer confidence going forward, and to drive the Ice Cream Bar category as a whole.”
- If you enjoyed this article, you may also like this: Mars breaks ground on manufacturing facility in Saudi
- Ocean Spray adds Cran-Lemonade flavour and summer holiday promotion
- Surplus food recovery set to increase with creation of new association
- Boreal Water signs private label deal with Dean & Deluca
- Food > Confectionery
- Business > Financial
- Foodservice > Catering
- Food > New Products
- Packaging > Labelling
- Distribution > Retail