Dove Ice Cream Bars are packaged at Mars’ factory in Burr Ridge, Illinois. Mars, the candy giant, is expanding into the ice cream category with the goal of reaching $1 billion in global sales by 2030. To achieve this, Mars has invested heavily in its ice cream business. The company has spent $50 million upgrading its Burr Ridge factory and has set aside an additional $20 million for future enhancements. Mars has also introduced new flavors like M&M’s Cookies and Cream Ice Cream Cookie Sandwiches and Twix Cookie Dough Ice Cream. Additionally, Mars acquired Kind North America, known for its nut bars, to enter the plant-based ice cream market. Mars is trying to grow its share of the ice cream market beyond the traditional summer season. It has partnered with the NFL and its Snickers Ice Cream Bar to boost sales in the fall and winter. Mars is known for its candy brands but also owns a pet care segment and other food brands. The company’s global ice cream sales have grown 42% in the past five years, with the Dove Ice Cream brand alone seeing a 12% increase last year. The US accounts for over half of Mars’ ice cream business. Mars’ primary strategy to grow its ice cream sales is to take candy brands and transform them into frozen treats. Snickers and M&M’s have shown promise in their transition to ice cream, with Twix Ice Cream being the fastest-growing product in Mars’ ice cream portfolio. Acquisitions like Kind and Tru Fru will also contribute to Mars’ ice cream sales growth. The Burr Ridge factory is responsible for producing all of Mars’ ice cream in the US and has undergone upgrades to accommodate increased demand and new product lines. The factory uses automated processes and meticulous monitoring to maintain consistency, quality, and temperature control. The investment in the factory has already resulted in increased production capacity for ice cream bars, and the $20 million investment will further enhance production capabilities.
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