Tony Lorman, general manager for ice cream at Mars UK, has had his responsibilities expanded to include its baked business.

In his new role, he will oversee brands such as Tracker and Twix single-finger bars as well as ice cream.

“There is unfulfilled potential within both the baked and ice cream businesses,” he said. “My newly-created role will drive real momentum and focus in products that complement our chocolate portfolio. 2012 marks the start of a new strategy for growth, supported with increased marketing spend.”

Lorman joined Mars in August last year from PepsiCo, where he was account controller for Sainsbury’s.