Packaging

Mars First Confectionery Company to Launch Front-of-Pack Nutrition Labeling Globally

Friday 17. October 2008 - Mars Consumer-friendly Nutrition Information Part of Larger Health and Nutrition Program

Mars, Incorporated today announced it is proud to be the first confectionery company in the US to voluntarily implement Guideline Daily Amount (GDA) nutrition labeling on all of its chocolate, non-chocolate confectionery and other food products. All packages will be redesigned to feature new graphics on the front and back of packages, which contain consumer-friendly, clear and easy to understand nutrition information that will help consumers make informed choices at the point of purchase. This announcement is part of a global initiative Mars is undertaking around the world.

“Our redesigned labels are the latest examples of Mars’ commitment to health and nutrition. By providing clear, concise and understandable information to consumers about what’s inside all of our products, we will help them to make informed decisions about the foods they eat,” said Bob Gamgort, president of Mars North America. “We make every effort to go beyond what is expected of a global food company.”

The new label, referred to as “What’s Inside,” is designed to help consumers quickly and easily locate key nutrition information. The new labels will begin appearing in December and are designed to help consumers make informed choices about their diet. They will be on Mars US chocolate, non-chocolate confectionery and other food products by the end of 2010. This voluntary initiative is part of a global effort of Mars to lead the food industry in creating a healthier environment.

The “What’s Inside” label adopts the GDA graphics that have initially appeared in Europe. GDAs feature the calorie totals in large type on the front of the products and highlight more detailed information in an easier-to-read box on the back of the product, including calories, fat, sugar and sodium. Mars conducted market research earlier this year and found this style and design to be the clear favorite among consumers, contributing to the best information retention rates. The new GDA format forms part of a global commitment to health and nutrition that includes providing clear and transparent information to consumers and bold, innovative product development efforts.

Mars has also launched a new educational web site which provides additional nutrition information about Mars products. Over the coming months, MarsHealthyLiving.com will debut tools to calculate caloric intake and tips for weight management and making healthy lifestyle choices, as well as newsletters and expert advice on healthy living.

“Many Americans struggle to make smart decisions when it concerns their diet; it often is difficult to eat thoughtfully and carefully. The more information consumers get, the easier it will be for them to make good choices. I think the Mars program is a wonderful first step in the direction of better labels, more information, and better decisions,” said Arthur Frank, M.D., medical director, George Washington University Weight Management Program, Washington, D.C.

The nutrition education initiative is the most recent demonstration of Mars’ deep commitment to and leadership in health and nutrition. Other initiatives include:

— FDA Whole Grain Health Claim. On May 6, 2008, the FDA announced it
was extending the whole grain health claim to include brown rice. The
FDA approval was initiated by a variety of organizations and
companies, including the USA Rice Federation and Mars Food, which
manufactures UNCLE BEN’S(R) and Seeds of Change(R) food products.
While this is not a completely new claim, this is the first time the
FDA has explicitly extended an existing health claim to include whole
grain brown rice. Brown rice has always been a whole grain, but was
previously excluded under the original whole grain health claim
because it did not meet the required minimum level of fiber. The
health claim now supports the single ingredient ‘whole grains,’
regardless of fiber content.
— Establishing strict guidelines for marketing to children. In February
2007, Mars was the first company to globally announce that we would
not direct marketing of our snackfoods to children under 12 years of
age. Mars has also joined other major food companies in signing the
US Children’s Food and Beverage Advertising Initiative and the
European Food Pledge to make formal public commitments regarding
responsible advertising to children.
— Improving the nutritional quality of snackfoods offered in schools. In
September 2006, Mars partnered with the Alliance for a Healthier
Generation (AHG) to offer healthier snack choices in schools to
promote balanced eating by children during the school day. Created by
The Clinton Foundation, the American Heart Association and the Robert
Wood Johnson Foundation, the AHG has set specific guidelines for
competitive foods offered in schools. Mars was one of the first five
initial food companies to commit to this important school initiative,
and the only company to develop an entirely new line of snackfoods
that meet the stringent school nutrition standards. These Generation
Max(TM) Snacks are offered to schools across the country today.
— Encouraging moderation through portion control. In ensuring the
consumer has options to control their portions, Mars offers a range of
sizes from miniatures, Fun Size(R) (which Mars originally created),
regular single size, and multiple piece larger packages. We are in
the process of modifying the King Size format to provide the option of
sharing or saving half for later by dividing the bar into multiple
portions.
— Maintaining US standards for real chocolate. In September 2007, Mars
Snackfood US broke ranks with other major manufacturers and announced
support of the current US Standard of Identity for chocolate, which
does not allow cocoa butter substitutes to be used in chocolate.
— Leading global research into cocoa. Decades of Mars research has led
to major innovations in the areas of health via cocoa flavanols;
environmental, social and economic aspects via sustainable cocoa
farming programs; and the historic and cultural importance of cocoa
via the Historic Division of Mars, Incorporated and American Heritage
Chocolate.
— Supporting pilot programs designed to improve health and nutrition
curriculum. Mars has supported the Namaste Charter School in Chicago,
Illinois since 2005. The school has a unique curriculum in which
nutrition and physical activity are incorporated in classes throughout
the day. Mars provided a grant to enable the school to develop and
put their curriculum online to address the many inquiries they receive
to help other schools accomplish the same thing. Mars also recently
awarded 20 grants to teachers across the country who will implement
their plans to incorporate health and wellness into their classrooms.
— Encouraging health and fitness among employees. Mars has continually
enhanced its Associate (employee) Wellness program with gyms in our
facilities, healthy cafeteria options, weight loss and smoking
cessation programs among many other benefits.