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

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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.

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“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).