Mars raises the bar on nutrition

Mars Snackfood UK has made nutritional improvements to its filled confectionery bars and launched a new consumer marketing campaign with the strapline: Raising the bar’.

The product changes, which are being implemented across Europe, mean that Twix, Milky Way, Snickers and the iconic Mars bar, will all become free from artificial colours, flavourings and preservatives. Each pack will also carry clear nutritional labelling detailing guideline daily amounts for the intake of calories, fats, sugar and salt. Additionally, funsize Milky Way, Maltesers, Mars and Twix will contain less than 100 calories each.
The Raising the bar’ campaign, which has been central to Mars’ business strategy since 2006, is appearing in a series of print advertisements in the national and women’s consumer press. The ads, created by AMV BBDO, draw on the long-established packaging for some of Mars’ best-selling brands, substituting the brand name for a clever nutritional message.
Fiona Dawson, managing director, Mars Snackfood said: “The creatives are bold, punchy and cleverly embody our commitment to improving the nutritional credentials of chocolate. It is also a first for Mars to include multiple brands in a single advert. This campaign is just the first step in our plans to make positive changes to our confectionery products and the way we do business.”

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