Dreyer's and M&M/MARS Partner to Launch New Ice Cream Flavors

M&M/MARS (Oakland, CA) has partnered with Dreyer's Grand Ice Cream, Inc. to market a new line of ice cream products. The product line will feature M&M/MARS candy brands mixed with ice cream manufactured and distributed by Dreyer's.

Both companies will manage the partnership, which will be a joint venture known as M&M/MARS/Dreyer's Grand Ice Cream LLC. The product line will display the Dreyer's logo in the western states and Texas, and the Edy's logo throughout the remainder of the U.S.

The six premium flavors that will be introduced in grocery stores nationwide in the spring of 2000 include Snickers Ice Cream, M&M's Chocolate Ice Cream, Milky Way Ice Cream, M&M's Vanilla Ice Cream, Twix Ice Cream, and 3 Musketeers Ice Cream. The ice cream will be available in 48 fluid ounce packaging.

M&M/MARS produce a range of frozen novelties including the DoveBar Ice Cream, M&M Cookie Ice Cream Sandwich, Snickers Ice Cream Cone, an Starburst Fruit Juice Bars. Brands currently manufactured and distributed by Dreyer's Grand Ice Cream, Inc., include Dreyer's Grand, Edy's Grand, Homemade, Whole Fruit Sorbet, Healthy Choice, Starbucks, Godiva, and Dreamery.

Edited by Christine Fraser