Mars has also been expanding its portfolio, rolling out new flavors such as M&M's Cookies and Cream Ice Cream Cookie Sandwiches and Twix Cookie Dough Ice Cream. Mars' ice cream goals hinge on the old and the newMars entered the ice cream category in 1986 when it bought Dove, then known just for its ice cream bars before the candy company expanded it into chocolate. "We don't have the biggest ice cream brands, but we do believe we have the biggest brands in ice cream," Shaf Lalani, the U.S. head of Mars Ice Cream, told CNBC. "Mars Inc. ice cream brands face hefty competition, being ranks away from the leading spot in the U.S. ice cream market," said Carl Quash, Euromonitor's head of food and nutrition research. Twix Ice Cream is the fastest-growing product in the company's ice cream portfolio.

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Persons: Mars, Anton Vincent, hasn't, General Mills, Bell, Carl, Lalani, — Organizations: Mars, Kind, Kind North America, National Football League, Cream, CNBC, U.S, Euromonitor, Haagen, Unilever, Mars Inc, Tru Locations: Burr Ridge , Illinois, Mars Wrigley North America, U.S, , Illinois, Kind North