Mars Chocolate North America is clarifying its 250-calorie commitment, after some media reports incorrectly noted that the company planned to eliminate larger format candy offerings as it looked to keep products from exceeding 250-calories.
“Mars already has made the switch from the former King Size bar to a multi piece format to enable sharing or saving a piece for later, and we label these items as ‘2toGo’, ‘4toGo’ and ‘Sharing Size,’ a spokesperson for Mars told CSD. “We’ve also incorporated a new wrapper with ‘memory’ that is unique to the chocolate category. We call it ‘Twist Wrap’ and it empowers the consumer to be able to twist the wrapper closed, making it easier to save a piece for later. These formats generally represent more than a single portion and are clearly labeled as such.”
“Mars has a broad-based commitment to health and nutrition, and this includes a number of global initiatives,” the spokesperson added. “Our industry-leading 2007 announcement to no longer market our chocolate products directly to children under 12; a category-first calories on front-of-pack label; complete elimination of trans fat; a meaningful reduction in saturated fat; and efforts to manage portions and calories. In addition, we’ve introduced several new products that are well under 200 calories.”