In Hollywood, California, Mars, Inc. is testing a “store-hailing” project that includes on-demand mobile ice cream shops. Items from Mars’ ice cream range will be offered through Conjure’s fleet of mobile outlets. The trial will begin this spring, and the business intends to expand to more places later this year. According to Shaf Lalani, general manager of Mars Ice Cream, the effort will improve the unattended retail business while also driving innovation in the ice cream category. According to Jerome Morgen, senior worldwide director of Mars, the pilot also addresses a consumer complaint: ice cream melting before they get home after making an in-store purchase. Unilever has also invested in ice cream delivery, making brands like Ben & Jerry’s, Bryers, Good Humor, and Magnum available to consumers in over 2,000 locations across the United States via Unilever’s virtual storefront, The Ice Cream Shop.

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