Mars, the US-based food giant, has dropped Asian cuisine brand PurAsia after little over a year on the UK market.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more


The company, which makes own the Dolmio and Uncle Ben brands as well as its plethora of confectionery products, said PurAsia’s sales had not met expectations.


PurAsia was launched last July and was Mars’ first new, non-confectionery brand in the UK for nine years.


The company hoped to target what it termed as “gastrosexual” consumers, shoppers it said that “really get some pleasure out of cooking”.


Unfortunately, PurAsia failed to match Mars’ ambitions in the wet cooking sauce category.

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

“We have decided to withdraw PurAsia from the market place, as we did not achieve that sales levels that we had planned,” Paul Aikens, marketing director for Mars Food UK, told just-food today (30 October).

Just Food Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Food Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now