Mars Making Strong Push in Ice Cream Business with New Top Exec

May 25, 2023

Anton Vincent will lead the business with a target of it becoming a $1 billion brand by 2023.

Mars Inc. has picked Anton Vincent, president of Mars Wrigley’s North America business, to lead the company’s global ice cream business, according to news reports following the Sweets & Snacks Expo in Chicago.

Vincent is charged with developing the $400 million business into a $1 billion brand by 2030. He told Bloomberg that Mars sees ice cream as a real opportunity for growth, with Mars’ business anchored in the Twix and Snickers frozen chocolate bar brands it owns.

The Bloomberg report goes on to say that Mars will focus first on brand expansions for growth, but would not rule out acquisitions to produce the desired growth either.

About the Author

Andy Hanacek | Senior Editor

Andy Hanacek has covered meat, poultry, bakery and snack foods as a B2B editor for nearly 20 years, and has toured hundreds of processing plants and food companies, sharing stories of innovation and technological advancement throughout the food supply chain. In 2018, he won a Folio:Eddie Award for his unique "From the Editor's Desk" video blogs, and he has brought home additional awards from Folio and ASBPE over the years. In addition, Hanacek led the Meat Industry Hall of Fame for several years and was vice president of communications for We R Food Safety, a food safety software and consulting company.