How Mars transformed the ice cream market

There is a substantial ice cream market in the UK. In recent years it has been transformed by the development of new product lines and by the entry of new firms into the market. This case study focuses on a particular sector of the ice cream market – impulse ice cream – and outlines some of the challenges Mars has faced in entering this market. The impulse ice cream market consists of single wrapped, items of industrially-manufactured ice cream, sold for immediate consumption. The Unilever…