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Our history
The Mars Brazil chronological history.
1978
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Effem do Brazil started its operations in Eldorado do Sul with the acquisition of a rice mill;

1980
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(TRILL®) Food for birds started being produced;

1981
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“RARIS®” rice brand was launched;

1984
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“UNCLE BEN´S®” international brand was launched;

1987
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“FROLIC®” dog food started being produced;

1989
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(“PETFOOD”) Extruded Plant was built in Eldorado do Sul, “PEDIGREE CHAMP®” brand was launched;

1990
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“WHISKAS®” brand and “FROLIC Junior®” for puppies were launched;

1992
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"BISCROCK®" biscuit for dogs was launched;

1993
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“UNCLE BEN´S® Integral em saquinhos” (Brown Rice in Sachets); "UNCLE BEN'S® Chef em casa- sauces";

1994
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WHISKAS® Meat launched;

1995
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WHISKAS® Premium launched;

1996
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Mogi Mirim Factory Opening – M&M´s® production starting up in Recife; “WHISKAS® Atum (Tuna)”, “WHISKAS® Carne e Vegetais” (Meat and Vegetables), “RARIS® 7 Cereais” (7 cereals) were launched;

1998
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M&M´S® Peanut production starting up in Recife; Merge between Effem Produtos Alimentícios (Eldorado do Sul and Mogi Mirim) and Mars Chocolates (REC) turning them into Effem Brasil Inc & Cia;

1999
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M&M´S® Minis production starting up in Recife, PEDIGREE® AND WHISKAS® PEDAÇOS AO MOLHO (CHOICE CUTS IN SAUCE); PEDIGREE® with Fortivill and the new WHISKAS®;

2000
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LINGUANOTTO acquisition, from food and taste segment, in São Caetano do Sul;
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TWIX ® production starting up in Recife;
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PEDIGREE® OralFresh and PEDIGREE® Marrobone launch (snacks for dogs);

2001
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Master Foods South America creation;
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PEDIGREE® Senior launching;
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Specialties, Spices, Peppers line launching; CASTELLARI® Teas, UNCLE BEN´S® Salad Sauces;

2002
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Guararema Unit settling up was stated;
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CASTELLARI® MOMENTOS line launching;
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SNICKERS ® production starting up in Recife;
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WHISKAS® Nuggets launching;

2004
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New WHISKAS ® Delicrocs launching;
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PEDIGREE ® Nuggets made of fresh meat launching;

2006
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Relocation Recife factory to Guararema;
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PEDIGREE® with meat sauce coat;

2007
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All units worldwide unified as Mars;
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PEDIGREE® Natural Balance with soft cuts;

2008
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WHISKAS® Sachets and WHISKAS® Temptations;
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Adoption Drives launching;
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PEDIGREE® Natural Balance re-launching;

2009
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5 Cereals PEDIGREE® launching;
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TWIX® Triple Chocolate limited edition launching.

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