Mars (chocolate bar)

Mars

Type	Confection
Owner	Mars, Incorporated
Introduced	1932

Mars (also Mars bar) is a chocolate bar manufactured by Mars, Incorporated. It was first manufactured in Slough, Berkshire in the United Kingdom in 1932 as a sweeter version of the US Milky Way bar which Mars, Inc. produced (not to be confused with the European version of Milky Way, which is similar to the US 3 Musketeers). It was advertised to the trade as being made with Cadbury's chocolate as 'couverture'.

In the United States, a different confection bears the Mars bar name. Featuring nougat, soft caramel, and almonds coated in milk chocolate, the American Mars bar was relaunched in 2010 after being discontinued in 2002.

International variations

A US Mars bar

Chocolate bars sold as Mars vary in different regions of the world.^[1] The American version was discontinued in 2002^[2] and was replaced with the slightly different Snickers Almond.^[2] The U.S. version of the Mars bar was relaunched in January 2010 and is initially being sold on an exclusive basis through Wal-Mart stores. The European version of the Mars bar is also sold in some United States grocery stores, usually being found in the imported or ethnic food sections. Regional European variations also exist, for example in Finland and other Nordic Countries, a standard Mars Bar weighs 47g.

UK Mars bar

An open bar

In 1932, Forrest Mars, son of American candy maker Frank C. Mars, rented a factory in Slough and with a staff of twelve people, began manufacturing a chocolate bar consisting of nougat and caramel covered in milk chocolate, modelled after his father's Milky Way bar, which was already popular in the US.^[3] Today the basic recipe is unaltered but the size of the bar and the proportions of the main components have changed over the years.

In 2002, the UK Mars bar was reformulated and repackaged.This made it sell for more money.^[4] The nougat was made lighter, the chocolate on top became thinner, and the overall weight of the bar was reduced slightly. This was met with outrage from Mars purists, as in a sales pitch to local media in Slough, the change in ingredients was to follow the trend of its sister the Milky Way bar and 5 Star bars. Product designers at The Mars Candy Company in the US put this down to nostalgia over the past hugely popular Starbar, which also contained the same reinvented 'light whipped nougatine.' The packaging was also redesigned with a less-bold and a more cursive logo.

The famous slogan "A Mars a day helps you work, rest and play" was written by Francis Harmer- Brown and Peter Pfeffer in 1959 but often erroneously attributed to Murray Walker.^[5] This was replaced with "Pleasure you can't measure", a re-branding intended to appeal to a more feminine, youthful market.^[6]

Various sizes are made: miniature bars called "Fun Size" (19.7 g) and "Snack Time" (36.5 g) (both sold in multiple packs); a larger multi-pack size of 54 g; the regular sized single 58 g bar and a "king-size" 84 g bar which has since been replaced by "Mars Duo" (91 g) - a pack that contains 2 smaller bars instead of 1 large one. The regular 58 gram single bar contains 260 kilocalories.

In the second half of 2008, Mars UK reduced the size of regular bars from 62.5 g to the current 58 g. Although the reduction in size was not publicised at the time, Mars claimed the change was designed to help tackle the obesity crisis in the UK. The company later confirmed that the real reason for the change was triggered by rising costs.^[7][8] In the UK, most Mars bars are still made at the Slough Trading Estate.

Canada

A US Mars bar split

Mars bars have been available in Canada for several decades, including numerous limited edition flavours. Because of Canada's higher chocolate standards, the Canadian "Mars" is not considered a "chocolate bar" and is labelled instead as a "candy bar." In fact, unlike the American version, which labels the bar as "milk chocolate," the Canadian version makes no mention of chocolate on the front of the wrapper. Since mid-2006, all Mars bars produced in Canada are peanut-free. Mars is one of the few candy bars in North America for which no size of the product has any trace of peanuts. In February 2008, Mars Canada introduced a new variety of Mars bar called "Mars Caramel" to compete with the Cadbury Caramilk and Nestle Aero Caramel bars.

Limited editions

A Mars Almond split

Several limited-edition variants of Mars bars have been released in various countries. (These have often been permanent releases in other countries). They include:

• Mars Almond
• Mars Dark and Light
• Mars Midnight, white inside Mars bar but covered in dark chocolate. Now named Mars Dark, it is on permanent release in Canada, and is on a Limited Edition sale in the UK, as of October 2009.
• Mars Gold
• Mars Mini Eggs (Available around Easter)
• Pirates of the Caribbean: Dead Man's Chest Mars bar
• Mars Triple Chocolate (Australia), also available as limited edition in United Kingdom (August 2011)
• Mars Lite (Australia)
• Mars Lava (Australia - Orange flavoured)
• Mars Fling (Australia)
• Mars Miniatures, 5 fun size bars in the same packet
• Mars XXX (Australia) sold in gold wrapping.^[9] It contains chocolate flavoured caramel and nougat. Now called the Mars Triple Chocolate.
• Mars Chill (Australia, New Zealand and UK) - wrapper had 'Mars' written in white, turned to blue when cold
• Mars Rocks (Australia and New Zealand), released by Mars Snackfood Australia in August 2007, is made of chocolate-malt nougat topped with a layer of caramel and covered with milk chocolate embedded with "crispies" (whose main ingredients are wheat flour and sugar).
• Mars Red (Australia) - Mars bar with half the fat of a regular Mars bar. Has a red wrapper with 'Mars' written in black.
• Mars World Cup (England) - Mars bar with the St George's Cross on the packaging to commemorate England's participation in the 2010 FIFA World Cup.
• Mars 100% Caramel - (Australia) - introduced in January 2011. It is simply a standard Mars Bar, but with the nougat removed.

Spinoff products

Other products have also been released using the Mars branding.

• Mars Delight
• Mars Extra Chocolate Drink
• Mars Active Energy Drink
• Mars No Added Sugar Drink
• Mars Ice Cream bars
• Mars Midnight Ice Cream bars
• McVities Mars Mini Rolls
• Mars Bisc & (Australia & the UK - A biscuit with Mars topping)
• Mars Pods (Australia & New Zealand - a small crunchy biscuit with Mars filling)
• Mars Rocks
• Mars Muffin
• Mars Planets - Small balls with nougat, crunchy and caramel fillings.
• Mars Slim bar (Canada)
• Mars Flavia coffee

Custom packaging

Mars Believe

England 2010 World Cup special edition packaging

The Original Mars bar in "Believe" packaging was sold in the UK from 18 April 2006 until the end of the 2006 FIFA World Cup in July. "Believe" took prominence on the packaging ("Original Mars" appeared in smaller print) to indicate support for the England national football team. Advertising in other nations of the UK was tailored to reflect their own teams after the public condemnation, although in Scotland the "Believe" packaging was still used - causing negative publicity.^[10]

On 30 July 2008, the Tasmanian government announced that it had secured a major sponsor, Mars for a bid to enter the Australian Football League in a deal worth $4 million over 3 years and will temporarily change the name of its top-selling chocolate bar in Australia to Believe, to help promote Tasmania's cause.^[11]

Mars were re-branded "Hopp" (engl. "Go!") in Switzerland during UEFA Euro 2008. Like the "Believe" packaging sold in the UK in 2006, "Original Mars" was also shown in smaller print.^[12]

In 2010, to promote England's involvement in the 2010 FIFA World Cup, the background of the UK Mars packaging became the St. George cross.

Advertising slogans

Former

• "Mars macht mobil bei Arbeit, Sport und Spiel" (Mars mobilizes you at work, sports and play) - Germany (1980s and 1990s)
• "A Mars a day helps you work, rest and play" - Australia, United Kingdom
• "Out of this world!" - Australia, UK
• "MARS LEGEND" - Australia
• "Earth - what you'd eat if you lived on Mars" - New Zealand and Australia
• "Another way to make your day" - UK (2005)^[13]
• "Feels good to be back! " - Australia (2005)
• "An almond in every bite!" - USA
• "Un Mars, et ça repart" (A Mars, and you're off again) - France (late 1990s and renewed from 2006)
• "Mars, que du bonheur" (Mars, only happiness) - France
• "Mars, haal eruit wat erin zit!" (Mars, get out of it, what's in it) - The Netherlands, Flanders
• "Who knows? In 1,000 years we could all be sitting on Mars eating Earth bars." - United Kingdom (A full page advertisement placed in the official Guide Book for the Millennium Dome in 2000)

Current

• "Mars your day" - Australia
• "A Mars a day helps you work, rest and play" - Australia
• "Recharge on Mars" - Canada
• "Mars, pleasure you can't measure" - Europe
• "Un coup de barre ? Mars et ça repart !" (Feeling beat? A Mars and you're off again!) - France
• "Nimm Mars, gib Gas" (Take Mars, step on the gas) - Germany
• "Mars, momento di vero godimento" (Mars, a moment of pure enjoyment) - Italy
• "Mars, geeft je energie" (Gives you energy) - The Netherlands and Flanders, Belgium
• "Work-Rest-Play" - UK (later "Work-Rest-Play your part")
• "Turn Up the Heat!" - (UK Promotional packs in 2010)

Deep-fried Mars bar

Main article: Deep-fried Mars bar

This is a Mars bar which has been coated with batter and deep-fried in oil or beef fat. First reports of battered Mars bars being sold in Stonehaven,^[14][15] Scotland date back to 1995.^[16]

Deep-fried Mars bars are available from some fish-and-chip shops in the UK (mainly in Scotland), Republic of Ireland, Singapore, Australia, New Zealand, Canada and the United States.^{[17][citation needed]}

Australian recall

In July 2005, Mars bars, along with the Snickers bar, were recalled due to an anonymous extortion attempt against Star City Casino in Sydney. The extortionist claimed to have poisoned seven Mars and Snickers bars at random stores in New South Wales. As a result Masterfoods Corporation, the company that manufactures Mars bars in Australia, recalled the entire Mars and Snickers product from store shelves in New South Wales. Nineteen people were possibly affected, with two being admitted to hospital. In the later half of August 2005, the threat to the public was deemed negligible and the bars returned to shelves.^{[citation needed]}

Animal products controversy

In May 2007 Mars UK announced that Mars bars, along with many of their other products such as Snickers, Maltesers, Minstrels and Twix would no longer be suitable for vegetarians because of the introduction of rennet, a chemical sourced from calves’ stomachs used in the production of whey.^[18]

The rabbinical authorities declared that the products remained kosher for Jewish consumption.^[19]

The decision was condemned by several groups, with the Vegetarian Society stating that "at a time when more and more consumers are concerned about the provenance of their food, Mars’ decision to use non-vegetarian whey is a backward step".

Mars later abandoned these plans, stating that it became "very clear, very quickly" that it had made a mistake.^[20]

Economics

It has been observed on several occasions that the price of a Mars bar correlates fairly accurately with the change in value of the pound sterling since World War II, much in the way that the Big Mac Index has proven to be a good indicator of the actual relative purchasing power of world currencies.^[21]

References

1. ^ "Mars bars". Practically Edible, "The Web's Biggest Food Encyclopedia". http://www.practicallyedible.com/edible.nsf/pages/marsbars. Retrieved 7 August 2007. "What is sold outside the US as a "Mars bar" is sold in the US as "Milky Way". What is sold outside the US as "Milky Way" is sold inside the US as "3 Musketeers."" 
2. ^ ^{a b} "Snickers Almond Mars bar". candyfavorites.com. http://www.candyfavorites.com/Snickers-Almond-Mars-bar-pr-295.html. Retrieved 7 August 2007. "Snickers Almond "is the replacement for the classic Mars bar"" 
3. ^ "The history of Mars can be traced back to 1932". www.marsbar.co.uk. http://www.marsbar.co.uk/history/. Retrieved 23 June 2010. 
4. ^ Guardian Unlimited, "Mars bar", 18 March 2002, accessed 23 July 2006.
5. ^ Meek, James (23 December 2002). "Chocolate is good for you (or how Mars tried to sell us this as health food)". The Guardian (London). http://www.guardian.co.uk/uk/2002/dec/23/research.highereducation. Retrieved 12 May 2010. 
6. ^ https://www.just-food.com/article.aspx?id=72400
7. ^ "Mars bars shrink in size". The Daily Telegraph (London). 3 June 2009. http://www.telegraph.co.uk/news/newstopics/howaboutthat/5432642/Mars-bars-shrink-in-size.html. Retrieved 12 May 2010. 
8. ^ Poulter, Sean (3 June 2009). "Shrinking Mars bar: Size cut by 7.2% but price stays the same". Daily Mail (London). http://www.dailymail.co.uk/news/article-1190395/Shrinking-Mars-bar-Size-cut-7-2-price-stays-same.html. 
9. ^ Article on c-store.com.au mentioning introduction of Mars XXX
10. ^ Davidson, Lynn (2006). "We're Not Buying It". Daily Record. http://www.dailyrecord.co.uk/news/tm_objectid=17164545&method=full&siteid=66633&headline=we-re-not-buying-it--name_page.html. Retrieved 19 February 2008. 
11. ^ Mars has committed $4 million over three years and will temporarily change the name of its top-selling chocolate bar in Australia to Believe, to help promote Tasmania's cause.
12. ^ "Mars/Hopp". Wirz Gruppe. http://www.wirz.ch/wirz-gruppe/totalwork/mars-hopp/. Retrieved 9 November 2010. 
13. ^ "Mars to make your day.(Marketing: PROMOTIONS-PRODUCTS-PACKS)(Mars UK Ltd. advertisement campaign)(Brief Article)". http://findarticles.com/p/articles/mi_hb5245/is_200509/ai_n19896393. ^{[dead link]}
14. ^ McColm, Euan (February 26, 2000). "No Haven for the Deep Fried Mars Bar; Birthplace of the Battered Choccy Treat Closes Down". Daily Record. 
15. ^ French batter Mars bars menu publisher:BBC News http://news.bbc.co.uk/1/hi/scotland/654750.stm BBC News
16. ^ Original source, Scottish Daily Record via "Deep-fried Mars myth is dispelled", BBC News online. BBC article dated 2004-12-17, retrieved 15 November 2006.
17. ^ Deep Fried Mars bars at ChipShop in Brooklyn NY
18. ^ Mars starts using animal products, BBC News website.
19. ^ LBD Kashrut Division | It’s Kosher anyWhey!
20. ^ "Mars bars get veggie status back". BBC News. 20 May 2007. http://news.bbc.co.uk/1/hi/uk/6673549.stm. Retrieved 12 May 2010. 
21. ^ Mars bar, Nico Colchester Fellowship, FT.com (Financial Times website). Article dated 26 January 2001, retrieved 13 January 2007.

External links

• The Visible Mars bar project, which shows the difference between US and UK Mars bars.
• Site with cross-sections of both the original U.S. and Canadian Mars bars
• Slough History Online
• The Chocolate Review's article on the Mars bar