Mars Ice Cream](http://www.marsicecream.co.uk) plans to double its marketing spend to £2m this year to support its market-leading lines of ice-cream bars and cones.
New initiatives include the launch last month of an improved recipe for its Twix Ice Cream to keep the biscuit content crispy. The upgraded bar has already become the number three best seller in Europe and remains the only biscuit-based ice-cream in the UK.
Mars and Snickers Ice Creams (the first and second best-selling frozen bars in the UK) will also benefit from revamped packaging during the year.
The group is stepping up its sustainability targets, aiming to cut transport carbon dioxide emissions by 30%, energy carbon dioxide emissions by 20%, and water consumption by 20%. It has already succeeded in reducing 900 tonnes of packaging in the past three years - it sends no waste to landfill and only uses 100% recycled cardboard.
The ice-cream portfolio also includes the Maltesers, Bounty, Galaxy, M&Ms, Milkyway, Magic Stars and Starburst Smoothies brands.
By Angela Frewin
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