Will Mars conjure up ice cream sales with a store-hailing partnership?

Mars announced that it is partnering with Conjure, formerly known as Robomart, to deliver its popular brand ice cream products to consumers in Los Angeles this spring.

Customers will use the Conjure app to schedule on-demand deliveries in as little as two minutes. They will then pick product(s) they ordered from the frozen case when the truck arrives. Payment is made using the app when the order is placed.

Ice cream lovers will be able to purchase M&M’S Chocolate, Snickers and Twix ice cream pints when the service launches. They will also be able to order M&M’S cookie sandwiches and Snickers and Twix ice cream bars.

“Mars has been driving innovation in the ice cream category for over 35 years. Now we are proud to be the first to introduce Mars Ice Cream to the trend of ‘store-hailing’, inspiring more moments of everyday happiness through our iconic brands,” said Shaf Lalani, general manager, Mars Ice Cream, in a statement. “We are thrilled to partner with Conjure and its fleet of mobile ice cream retail to get consumers the Mars products they love and to further advance the unattended retail industry.”

“This partnership with Conjure helps solve the industry’s biggest issue – ice cream melting before reaching the home when purchased in-store or through other delivery methods,” said Jerome Morgen, senior global director, Mars Unattended Retail.

The partnership with Mars is not Conjure’s first foray into ice cream delivery. The company announced a similar partnership last May, partnering with Unilever to deliver its Ben & Jerry’s, Breyers, Good Humor, Magnum and Talenti ice cream and frozen treats to consumers in LA.

Customers used the store-hailing service’s app to order from Unilever’s virtual storefront — The Ice Cream Shop — and deliver their choices to specified locations. Conjure continues to deliver Unilever’s ice cream as part of its service.

• Innovative Mars, Incorporated and Conjure Inc. Partnership First to Bring Mars Ice Cream Direct to Consumers - Conjure/PRNewswire

• Will consumers go for Robomart and Unilever’s ‘new spin on the ice cream truck’? - RetailWire