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Mars, Inc.
From a small Chicago ice cream shop to a global chocolate empire, Dove’s eight-decade history reveals how quality craftsmanship transformed a family business into a brand loved by people worldwide.
1939: Dove Candies & Ice Cream
Leo Stefanos, a Greek immigrant, opened “Dove Candies & Ice Cream” in a Chicago storefront. The small business focused on quality ingredients and craftsmanship—planting the seed for what would eventually grow into a chocolate empire recognized worldwide.
1956: Dove Bar
Inspiration struck Leo Stefanos as he watched his young son chase an ice cream truck down the street. So, in his kitchen, he perfected what would become the original Dove Bar: ice cream hand-dipped in rich chocolate. The Dove Bar became Chicago’s best-kept secret for nearly three decades, with a loyal following via word-of-mouth.
1960: Mars, Inc. International Partnership
Mars, Inc. introduced Dove chocolate to the United Kingdom under “Galaxy.” This dual branding approach—still in use today—allowed the brand to expand in new markets where similar trademarks were an issue.
The Galaxy brand name still appears on shelves across the UK, Ireland, the Middle East, and India.
1977: Family Business Transition
After 38 years leading his candy shop, Leo Stefanos handed the reins to his son Mike. The move included trademarks and original recipes while setting the stage for expansion. Mike maintained his father’s quality standards, but he had much bigger ambitions.
1984: Fancy Foods Show
The Dove Bar went national when Mike Stefanos presented it at Washington D.C. 's Fancy Foods Show. Overnight, this regional specialty captured nationwide attention. Orders flooded in from across the country. Mike’s vision for expanding out of Chicago was about to come true.
1985: National Distribution
Dove ice cream bars were sold in selected cities throughout America. It was the first time the chocolate brand was sold outside of Chicago. The company also tested the premium product at higher price points than competitors. Strong sales confirmed Dove’s quality commanded premium value.
1986: Mars Acquisition
Mars, Incorporated purchased Dove from the Stefanos family in 1986. The acquisition adopted the family business into its corporate brand. Mars provided manufacturing scale, distribution networks, and marketing resources while preserving Dove’s quality.
1991: Chocolate Bar Launch
Expanding beyond frozen treats, Mars introduced solid Dove chocolate bars in test markets across America. The bars featured the signature silky-smooth texture that would become Dove’s hallmark.
1991: Introduction of Promises Messages
To market the new chocolate bar, Mars began tucking inspirational messages inside each chocolate wrapper of its “Promises” line. The move created an emotional bond with consumers that transcended taste, creating a personal experience similar to Hershey’s Kisses hidden messages.
2006: Ice Cream Line Expansion
Fifty years after creating the original Dove Bar, Mars celebrated by expanding its frozen dessert lineup with new premium flavors.
2012: Chocolate Bar Redesign
Dove reimagined its chocolate bar and packaging. The redesigned bar grew larger and improved texture and mouthfeel. The packaging featured embossed details, premium foils, and sophisticated color schemes.
2015: Dove Fruit Introduction
Targeting health-conscious indulgers, Dove launched a new product line combining dark chocolate with whole dried fruits. Dove Fruit featured cherries, blueberries, and cranberries dipped in antioxidant-rich dark chocolate.
2016: CARE Partnership for Women’s Empowerment
Dove partnered with humanitarian organization CARE to support women farmers in Côte d’Ivoire’s cocoa-growing communities. The program tackled gender inequality through financial literacy training, microloans, and agricultural education.
2016: “Each and Every Day” Campaign Launch
Dove released its emotive “Each and Every Day” campaign, breaking from conventional chocolate advertising. The commercial showed a woman enjoying chocolate throughout different life stages, set to Edith Piaf’s “Non, je ne regrette rien.”
Mid-2010s: Australian Market Exit
Dove quietly withdrew from Australia around mid-2010. The brand wasn’t doing well in the land down under, so Mars pulled the plug.
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