Ice cream continues to go mobile, with the latest effort coming from Mars, Inc., which is piloting a “store-hailing” initiative in Hollywood, Calif., that features on-demand mobile ice cream stores.
Products from Mars’ ice cream portfolio — including ice cream pints, bars, and cookies from the M&Ms, Snickers, and Twix brands — will be available within a fleet of mobile stores provided by Conjure. Consumers can place their ice cream orders using their smartphones to be delivered to their location within minutes. A check-out free system lets customers simply pick up their ice cream from the mobile store and walk away.
The pilot kicks off this spring, and the company plans to expand to more locations later this year.
Source: Consumer Goods
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