Mars Snackfood UK has announced a set of nutritional improvements to its filled confectionery bars and the launch of its ‘Raising the bar’ campaign.
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The product changes, to be implemented on products across Europe over the coming weeks, include recipe modifications for the Mars bar and packaging alterations for some of the company’s brands.
Mars, Twix, Milky Way and Snickers will all become free from artificial colours, flavourings and preservatives, and each product will have nutritional labelling on pack, detailing guideline daily amounts for the intake of calories, fats (including saturates) sugar and salt.
In addition, funsize Milky Way, Maltesers, Mars and Twix will contain less than 100 calories each, the company said today (4 September).
Corporate affairs manager for Mars UK, Paul Goalby, told just-food: “Consumers just want to know what is in the products they buy and this is our way of helping them do that.”
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By GlobalDataThe ‘Raising the bar’ campaign will launch to consumers next week with a series of print adverts appearing across UK national and women’s consumer press from 9 September.
The adverts draw on the long-established packaging for some of Mars’s best-selling brands, substituting the brand name for a nutritional message.
Fiona Dawson, managing director for Mars Snackfood, said: “The creatives 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.”
The company said it is looking to reduce saturated fats across all its products in the near future.
