Food & Beverage

Mars conjures up on-demand mobile ice cream option

Provided

March 9, 2023

Mars Inc. and Conjure Inc. are teaming up to provide Mars ice cream brands to customers in real-time, according to a press release.

The partners are piloting on-demand mobile ice cream stores offering M&M's, Snickers and Twix options, according to a press release. The pilot will equip Conjure's fleet of mobile stores with offerings and customers can order from their smartphones and have it delivered to their location in minutes.

"We are thrilled to partner with Mars to expand our offering to consumers through our on-demand mobile ice cream stores," Ali Ahmed, co-founder and CEO of Conjure, said in the release. "Mars' ice cream brands are the perfect addition to our platform, and we believe this partnership will be a game-changer in the ice cream industry."

The partnership will initially launch in Hollywood, Los Angeles this spring, with plans to expand to more locations later in the year.

"Mars has been driving innovation in the ice cream category for over 35 years. Now we are proud to be the first to introduce Mars ice cream to the trend of 'store-hailing', inspiring more moments of everyday happiness through our iconic brands," Shaf Lalani, general manager, Mars Ice Cream, said in the release. "We are thrilled to partner with Conjure and its fleet of mobile ice cream retail to get consumers the Mars products they love and to further advance the unattended retail industry."

With its one-tap ordering process, consumers hail a mobile shop to their location using Conjure's app. A checkout-free system allows consumers to handpick products and simply walk away.