By He Danlin

Currently, Mars China, a global food giant running brands like Dove, Snickers, M&M’s, Extra and Royal in Chinese market, is working to promote the “Innovation Across the Board” initiation. Larry Feng, president of Mars Wrigley China, told Foodinc that the initiative will cover the scope of operation, flexible supply chain and user experience, as well as reform of corporate culture.

A recent big move which the company is trying to adopt is designed to promote growth of ice cream, a new business in Chinese market. Mars Wrigley plans to invest hundreds of millions in enhancing supply chain, which aims to cut costs and shorten logistics time by introducing an ice cream production line and, at the same time, to promptly respond to the needs of local consumers for innovation by promoting flexible production.

It should be noted that in order to improve the success rate of product innovation, this food giant chooses an open, innovative approach, rather than “isolated itself from others”. Mars’ distributors, suppliers, as well as third-party partners (such as Alibaba and Tencent), are also working actively to get involved in this innovation process;

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