Mars Inc has named Tony Lorman as general manager of its ice cream business in the UK.

Lorman has worked within the FMCG sector for almost ten years at Northern Foods, Kellogg’s and most recently he served as account controller for Sainsbury’s at PepsiCo.

In a newly-created role, he will report to the impulse sales director of Mars’ UK chocolate division Deri Watkins.

“I am delighted to be joining Mars Ice Cream. Mars have some of the most exciting and iconic brands in the industry and I am looking forward to bringing my experience to Mars’ portfolio,” Lorman said.

“The newly created role provides a great opportunity to shape the long-term growth strategy for the ice cream category whilst working closely with both UK and European teams,” he added.