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.............................. Mars
Logo and Trademark..............................
Mars, Incorporated is a world-wide manufacturer of confectionery, pet food and other food products with US$21 billion in annual sales in 2006. Headquartered in McLean, Virginia, USA, the company is entirely owned by the Mars family, making it one of the largest privately owned U.S. corporations. Most of its activities in the US are part of a division known as Masterfoods USA, based in Hackettstown, New Jersey. The European Division, known as Masterfoods Europe, is headquartered in Brussels, Belgium. The name Masterfoods originally came from a food business founded by the Lewis family in 1949 in Australia, and acquired by Mars in 1967.
The company has announced that by the end of 2007 all business units will adopt the name Mars as their names. Masterfoods will cease to be a business name but presumably will continue as the brand name of food products in Australia. It is not clear why Masterfoods was replacing Mars as a business name in some parts of the world.
Mars is most famous for its eponymous Mars Bar, Milky Way, M&M's, Twix, Skittles and Snickers confectionery, as well as pet foods (such as the well-known Whiskas, Chappy and Pedigree brands), human foods (including Uncle Ben's and European Pasta Sauce Brand Dolmio) and non-confectionery snack foods (including Combos). Mars' purchase of Doane Petcare Company in June 2006 significantly increased its position in the US dry pet food category.
Mars Limited is the name of the British branch of Mars, Inc. The company is based in Slough, UK. Mars brands manufactured for the UK market but not for the US include Maltesers and Tunes. In 1932, Forrest Mars, Sr., opened what was then Mars (Europe) headquarters, and remains Mars (UK) headquarters in Slough, UK on the then-new Slough Trading Estate after a disagreement with his father, Frank C. Mars. In this factory, he produced the first Mars Bar, based on the American Milky Way. Many brands which were later introduced in the US were first created and sold in Britain; these include Starburst, Skittles, Twix, Snickers and Topic.
The bar formerly sold in the US as the Mars Bar is now marketed in that country as the Snickers Almond Bar and is not sold consistently in the UK where it has appeared with other special editions that are released occasionally.
Confusingly, the Milky Way in Europe and worldwide is known as the 3 Musketeers in America. Similarly, the Snickers bar was previously marketed in Britain and the Republic of Ireland as Marathon until 1990; M&M's were known as Treets in the UK, France, Germany and the Netherlands, also until 1990; Dove is known as Galaxy in the UK, Republic of Ireland and the Middle East; and Starburst was known in the UK and Ireland as Opal Fruits until 1998. The two factories in Slough were located on Liverpool Road and Dundee Road; the one on Liverpool Road closed in 2007, with Twix and Starburst production moving to the Netherlands and the Czech Republic.
In 1963 a large factory was opened in Veghel, The Netherlands. This factory has currently the biggest production volume of Mars factories and is even the biggest chocolate factory of the world. Most confectionery products for Europe are produced in Slough, UK and Veghel, The Netherlands. Many confectionery products for the Australian market are produced in Ballarat, Victoria, Australia.
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