Mars is boosting its ice cream sales support team to 300 reps from 15 - to maximise its impulse ice cream business which grew 10% last year. It has plans for a £1m ice cream-specific marketing spend that includes a new national advertising campaign, starting in May, and will be developed for both Mars and Snickers ice creams as the leading hero brands in 2009.
The company wants retailers’ freezers to work harder and smarter in maximising sales throughout the summer. Galaxy, Maltesers and Bounty will also be a key focus - the Galaxy brand has a new pack design plus a new Galaxy Caramel Craving multi-pack.
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