Dreyer's, M&M/Mars link up

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Dreyer's Grand Ice Cream, Oakland, Calif., and Mars Inc.'s M&M/Mars division, Hackettstown, N.J., are partnering to market a new line of premium packaged ice cream products that will debut next spring. The new line initially will feature six flavors based on popular candy brands, among them Milky Way, Snickers and Twix. Packaging will reflect the M&M/Mars brands as well as the Dreyer's logo in western states and Texas, and the Edy's logo in the rest of the U.S. The joint venture, known as M&M/ Mars/Dreyer's Grand Ice Cream, will be headquartered in Oakland.

Copyright October 1999, Crain Communications Inc.

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