Confectionary and pet care brand Mars has announced its aim to grow its Ice Cream business segment to $1bn by 2030.

In order to achieve these growth targets, Mars’ Ice Cream segment has introduced ‘DOVEBAR’.

The company said it created the DOVEBAR by adopting sustainable practices across its entire supply chain, to eventually leave a positive lasting impact on society.

Mars has also ‘reimagined’ the packaging of this new offering by reducing the amount of film used to contain the ice cream.

It claims it is investing ‘hundreds of millions of dollars’ in order to shift its business towards sustainable packaging solutions.

Mars is aiming to adopt reusable, sustainable, recyclable, or compostable packaging for its entire product range.

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This has resulted in eliminating approximately 27 tonnes of plastic every year across four of its products.

Mars Ice Cream general manager Shaf Lalani said: “The widespread popularity of iconic Mars brands gives consumers the opportunity to enjoy their favourite candies as innovative Mars Ice Cream products.

“Mars Wrigley North America will deliver both growth and positive societal impact with our vanilla [flavour] for DOVEBAR and empower women throughout our supply chain.”

Mars has also adopted sustainable solutions in its industrial operations.

Its Illinois, US-based facility, which is also used to make the DOVEBAR, uses 100% renewable electricity and sends zero waste to landfills, for example.

Anton Vincent, Mars Wrigley North America president and Mars Ice Cream global head, said: “At Mars, we see an opportunity to grow our ice cream business not only in North America, but around the globe.

“We are innovating with a focus on product and purpose and expanding our global manufacturing capabilities to ensure we can meet rapidly rising consumer demand.”

Last month, Mars announced its plans to transition its chocolate bar packaging from plastic wrappers to recyclable paper across the UK.