Mars Snackfood alters nutritional recipes in core chocolate range

The product changes announced today which include recipe modifications for the iconic MARS bar and packaging alterations for some of Mars’s best-selling brands will be implemented on products across Europe over the coming weeks.

MARS, still the number one selling confectionery product, along with TWIX, MILKY WAY and SNICKERS will all become free from artificial colours, flavourings and preservatives. Each of these products will now have clear nutritional labelling on pack detailing guideline daily amounts for the intake of calories, fats (including saturates) sugar and salt.

Additionally, the funsize MILKY WAY, MALTESERS, MARS and TWIX will now contain less than 100 calories each.

The ‘Raising the bar’ campaign, which has been central to Mars’ business strategy since 2006, will launch to consumers next week with a major series of print adverts appearing across UK national and women’s consumer press from September 9th 2008.

The adverts draw on the long-established and renowned packaging for some of Mars’s bestselling brands, substituting the well-known brand name for a smart and effective nutritional message.

The ads have been created by AMV BBDO and ZenithOptimedia UK is media buying agency for this campaign.

Fiona Dawson, managing director, Mars Snackfood says: “The creatives AMV has produced for this project are bold, punchy and cleverly embody our commitment to improving the nutritional credentials of chocolate. It is also a first for Mars to be including multiple brands in a single advert.

"Our work in this area goes much further than these product changes, however, and this campaign is just the first step in our plans to make positive, meaningful changes to our confectionery products and the way we do business.”