Mars Ice Cream celebrates its 35th anniversary

Over the past 35 years, Mars Ice Cream has grown from an ambitious newcomer to a leading name in the ice cream industry. With continuous growth and innovation, including new products such as Snickers White and Snickers Creamy Peanut Butter, it confirms its pioneering role in the ice cream bar segment. As recently as 2022, Mars launched M&M's Mini Ice Cream in Belgium, which is known as an almost ideal test market due to its unique market characteristics. To celebrate its 35th anniversary, Mars Belgium announced a special partnership between Snickers Ice Cream and Tomorrowland in Belgium to further strengthen the connection with the Belgian audience.

According to market research company GfK, 85-90% of Belgian households buy ice cream from time to time, and around 10% treat themselves to Mars Ice Cream at least once a year. Proof that the brand has a special place in the hearts and fridges of many people. Moreover, Belgium is a country of ice cream lovers, and Belgians rank third in the world when it comes to how much ice cream is eaten per person. Since 1989, Mars Ice Cream has been offering its chocolate bars in ice cream form, a revolutionary innovation that includes a mix of well-known brands, unique flavour and texture experiences and constant innovation. All this is still relevant 35 years later. The biggest difference between the 'normal' and the 'ice cream' version? The 'nougat' gives way to ice cream.

Mars Ice Cream records double-digit growth

Over the past four years, Mars Ice Cream's portfolio in Belgium has recorded double-digit growth. This success can be attributed to several factors. Firstly, the trend of being away from home more often and the need for easy on-the-go options, for which Mars Ice Cream's single portions are a perfect fit. In the summer months, the ice cream bars are an excellent addition to the usual chocolate bars. What's more, with usually less than 200 kcal per portion, they are an attractive option for those looking for a lighter moment of pleasure. Finally, ice cream bars are easy to share with friends and family and offer an uncomplicated dessert solution.

In addition to the popular ice cream variants of classics such as Mars, Snickers, Bounty and Twix, Mars launched a new variant in Belgium in 2022: M&M's Mini Ice Cream. These milk chocolate-coated ice cream bars filled with M&M's minis are an ideal addition to the bite-sized segment, the fastest growing in the ice cream category. Following the successful launch in Belgium and the title of 'Product of the Year' in the ice cream category in 2023, this product innovation will be rolled out across Europe in 2024.

It is well known that Belgium is an attractive 'test country' for new products, thanks to a mix of global players and local brands, a retail structure representative of Europe from small neighbourhood shops to large hypermarkets, and the Belgians' distinct love of ice cream. According to Statista figures from 2023, Belgians consume 16.4 kg per person per year, putting them in third place worldwide.

Partnership between Snickers Ice Cream and Tomorrowland in Belgium

This year is a special year for Mars Ice Cream, as Snickers Ice Cream celebrates its 35th anniversary and Tomorrowland its 20th anniversary. This provides the perfect opportunity for a multi-year partnership between these two icons. Snickers Ice Cream has compelling strengths: As the first brand in chocolate bars and one of the top 15 chocolate brands worldwide, it has also established a strong position in the ice cream category in Belgium. The partnership with Tomorrowland, also a strong global brand, is based on shared values such as fun, connection, inclusivity and a focus on quality, experience and innovation.

Aubry Locht, Category & Portfolio Director at Mars, explains: "We mainly promote our brands through traditional channels, but now we are taking a 'disruptive' route by linking up with Tomorrowland, the iconic Belgian outdoor dance festival. Our aim is to offer a unique experience at this event and let people discover our products in a new way. Festival visitors will be able to taste our Snickers Ice Cream, there will be an 'Ice Cream experience area' and of course we will give consumers the chance to win tickets for this international spectacle. In this way, we want to strengthen our connection with the Belgian public"

The partnership with Tomorrowland in Belgium is a thoughtful and logical choice for Mars for several reasons. Among other things, the event has a wide reach, so the partnership is scalable in an international context in the long term.

"There are not many opportunities to reach 200,000 people twice in one weekend," adds Tom Leemans, Global Ice Cream Director at Mars. "Reach is crucial for us, but it has to be unique and of high quality. Festival-goers will be able to associate the unique Tomorrowland experience with the taste experience of Snickers Ice Cream. For us, this is a perfect combination: 1+1=3."

Insights into the ice cream category worldwide

Globally, the ice cream category has an impressive market value of USD 86 billion, with a steady annual sales growth of around 5%. Ice cream is seen worldwide as a source of pleasure and an 'emotional pick-me-up', which has also been evident during the corona pandemic. People around the world enjoy local flavours and textures, such as matcha in China and pistachio in Italy, but surprisingly vanilla, chocolate and strawberry remain the three global favourites. Mars Ice Cream continues to position itself as a challenger in this highly competitive category with a global market share of 3-4%. So there is room and ambition for growth.

Tom Leemans, Global Ice Cream Director at Mars, emphasises: "The role of Mars? To keep ice cream hot. We want to continue to surprise and captivate consumers with innovation, new flavour varieties and experiences and bring the magic of our iconic brands to life in the ice cream category. Fun fact: one in three Mars Ice Cream lovers actually find the ice cream version a tad tastier than the classic chocolate bar."

Focus on product innovation and diversification

Mars has ambitious plans to further strengthen its position in the ice cream market by introducing new flavours and textures. The company is focussing on product innovation within its Snickers Ice Cream range, including new variants such as Snickers Crisp, Snickers Creamy Peanut Butter and Snickers White. With the launch of M&M's Ice Cream Mini in Europe, Mars is also responding to the growing demand for bite-sized products, the 'bite size' range and the 'food sharing' trend.
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​The challenges for Mars in this sector lie primarily in the continuous innovation and differentiation of flavours. In addition, it is important to offer an attractive shopping experience, especially during the peak summer season. Mars is therefore actively seeking to build strong partnerships with customers and retailers to bring innovation to shops in innovative ways, e.g. with the Tomorrowland activation, with the aim of growing further in this 'happiness category'.

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ABOUT MARS ICE CREAM

Mars Ice Cream aims to offer ice cream products that are made from ice cream and are free from artificial flavours, colourings, or preservatives. Mars Ice Cream's production facility in Steinbourg, France, has been powered by 100% renewable electricity since the second half of 2022. By doing away with fossil fuels, the site is contributing to the energy transition. This pioneering initiative is in line with Mars' goal of zero greenhouse gas emissions by 2050.

ABOUT TOM LEEMANS

Tom Leemans has held the role of Global Ice Cream Director at Mars since 2019 and can look back on an impressive 20-year career with the company. Tom has held several key positions, including Marketing Director for Belgium and Germany and General Manager for Mars Multisales Switzerland and Mars Wrigley France.

In his role as Global Ice Cream Director, he played a key role in expanding and innovating the company's ice cream range. In 2022, he spearheaded the launch of M&M's Ice Cream Mini, better known as M&M's Chills. Under his leadership, Mars has made great strides in the development of new ice cream products and market expansion, particularly in China.

OVER AUBRY LOCHT

In 17 years, Aubry Locht has developed into a true specialist at Mars. He started as a sales representative in 2006 and has worked his way up to various key positions within the company, including Key Account Manager, Category & Customer Marketing Manager or Sales Manager. His career reflects an extensive expertise in sales and marketing, focussing mainly on Belgium, but also Austria, Luxembourg and Switzerland.

In his current role as Category & Portfolio Director for the Belgium, Luxembourg, Austria and Switzerland cluster, Aubry leads the growth and development strategy for brand, portfolio, activation, SRM and category management in these four countries with his team and in close collaboration with the customer teams.