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With an ambitious goal to expand its business to $1 billion by 2030, Mars Ice Cream sets its sights on growth through sustainable practices. The popular brand, already part of Mars Wrigley's billion-dollar global portfolio, which includes M&M's, Extra Gum, and Snickers, is reinforcing its commitment to sustainability with plans to empower vanilla farmers in Madagascar and reduce plastic packaging waste.
The Mars Ice Cream journey began 35 years ago with the acquisition of the Dovebar brand, marking their foray into the ice cream category. Dovebar, known for its commitment to sustainability, is made with 100% real ice cream, crafted using ethically sourced vanilla from a large-scale project in Madagascar. In collaboration with the 'Livelihoods Fund for Family Farming,' Mars Ice Cream's initiative supports 2,700 vanilla farmers, with a particular focus on empowering female farmers and improving the overall financial stability of farming communities.
Shaf Lalani, the general manager for Mars Ice Cream, expressed enthusiasm, stating, "The widespread popularity of iconic Mars brands provides consumers with the chance to enjoy their favorite candies in the form of innovative Mars Ice Cream products. Mars Wrigley North America is committed to driving both growth and positive societal impact through our use of vanilla for Dovebar and empowering women across our supply chain."
Mars Wrigley's Burr Ridge facility in Illinois, USA, serves as the manufacturing site for Dovebars. The facility operates on 100% renewable electricity and is a zero-waste-to-landfills facility, reflecting Mars Ice Cream's dedication to environmental sustainability.
Moreover, Mars is investing significant resources into sustainable packaging, aiming for 100% of all Mars packaging to be reusable, recyclable, or compostable. As a testament to this commitment, Mars has already reduced the film gage in its Dove ice cream bars, leading to an annual reduction of 27 tons of plastic across four different product offerings.
Anton Vincent, president at Mars Wrigley North America and head of Mars Ice Cream globally, emphasized the company's focus on both product innovation and purpose. Vincent stated, "At Mars, we recognize the potential for growth in our ice cream business, not only in North America but also worldwide. We are innovating with intent, ensuring our products align with consumer demands, and expanding our global manufacturing capabilities to meet this increasing demand."
With sustainability and growth at the heart of their endeavors, Mars Ice Cream is poised to leave a lasting impact on the ice cream industry while satisfying the evolving needs of consumers around the globe.
Photo: Three-shots/Pixabay
