Mars slims down: Manufacturers to stop selling bars with more than 250 calories in themNew lower calorie limit will apply worldwide by 2014
Fans of bumper chocolate bars beware – confectionery giant Mars Inc. has announced plans to cap the calorie content of its chocolate.
The maker of Snickers and Twix candy bars will stop selling chocolate products with more than 250 calories in them by the end of next year on a worldwide basis, a spokeswoman said.
The McClean, Virginia-based company, which also makes M&Ms and Skittles candies and Juicy Fruit chewing gum, said the goal is part of an ongoing effort to improve the nutritional value of its products and to sell them in a responsible way.
Downsized: The new calorie limit target means fans of the king-size Snickers bar might want to enjoy the big bar while they can
The new calorie limit
target means fans of the 540-calorie king-size Snickers bar might want
to enjoy the big bar while they can.
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Mars Inc, the maker of Snickers and Twix candy bars, have announced that they will stop selling chocolate products with more than 250 calories in them by the end of next year
2007, the privately held company said it would stop buying advertising
time or space if more than a quarter of the audience was likely to be
under 12 years old.
Mars has also said it will reduce sodium levels in all its products 25 percent by 2015.
Spokeswoman Marlene Machut said the plan to stop shipping any chocolate product that exceeded 250 calories per portion by the end of 2013.
The company has a record of reducing the size of its bars without a drop in the price in what some have criticised as a ‘back door’ price rise.
However it insists the initiative is a genuine attempt to help combat obesity.
It was a target first announced last year and is part of Mars' 'broad-based commitment to health and nutrition.'
Several media organisations, including National Public Radio, reported on the chocolate bar down-sizing this week.
Mars is one of the world's leading food manufacturers.
In addition to candy, it makes Uncle Ben's rice and Dove ice cream bars as well as Pedigree and Whiskas brand pet food.
A Mars spokesman added: ‘We believe that all of our products can be enjoyed as part of a healthy lifestyle and balanced diet.
‘Our commitment to making all our chocolate products no more than 250 calories per portion reflects this.'