Mars produces and markets some of the best known food brands in the world, and is the global market leader in chocolate bars. In this position, Mars feels a special responsibility to be a leader not only in the market, but also in the public debate about nutrition
Balance of enjoyment and health
Mars manufactures confectionery products which are a part of the every day life for many people. These products represent enjoyment and a zest for life that should be consumed responsibly. However, leading an active lifestyle is just as important for ensuring a healthy, balanced life. Research suggests that the majority of people are indeed aware of this. Nevertheless, illnesses caused by an imbalanced lifestyle are a growing tendency in modern society. This raises the question of how people can best be helped to find the right balance in their lives.
Scientific studies in previous years have shown that to succeed in preventing such illnesses, all influencing factors must be considered equally. Eating habits and the social environment of a person loom just as large as exposure to stress, sleeping patterns and willingness to get enough exercise. However, the public discussion about prevention of obesity remains concentrated on food issues. This results in rash conclusions to target certain food items as the main culprit of obesity.
This one-sided observation is not a solution. Only an approach that takes into account all influencing factors and includes all stakeholders can lead to success. For this reason, Mars explicitly appreciates any approach that contributes to combining resources, coordinating stakeholders and developing integrated solutions. Especially the "Platform for Good Nutrition and Physical Exercise" (peb = Plattform Ernährung und Bewegung e. V.) is an important tool to reach this goal. This is why Mars is actively involved in bringing expertise and commitment for a balanced lifestyle to the platform. It is of vital significance that this differentiated and objective position is also being considered when forming any national nutrition policy.
Commitment to transparency and responsibility
Nowadays, many people place a high value on a healthy diet. This must be reinforced and supported. Providing help for a healthy lifestyle means enabling and motivating people to act responsibly and use common sense. This can only be successful when government, society and business provide consumers with positive offerings instead of ostracising them with bans and limitations. Therefore, Mars has initiated actions in the past months that provide consumers with improved information for their purchasing decisions and to reinforce their decision competency.
Mars has introduced comprehensive nutrition labelling for their products showing the amount of calories (energy) and the eight major nutrients in relation to the total recommended daily intake and portion size. This labelling provides consumers with orientation, but leaves it up to them to assess if the product is suitable for their individual lifestyle.
Another focus in designing responsible consumer communication was to stop advertising directed at children under the age of twelve. The objective isS to strengthen the educational competence of parents. Therefore, Mars has committed in its own marketing code to cease all marketing activities directly aimed at children below twelve years of age as of 2008.
Product innovations as a contribution towards prevention efforts
The growing trend towards more health awareness and the search for solutions on the issue of increasing obesity are changing the product preferences of consumers, and therefore, the business development of food retailers. Mars aims to be a driving force in this area and will continuously improve their offerings to consumers through a powerful research and innovation policy. As an example, the proportion of trans-fatty acids, which can contribute to a higher cholesterol level, has been reduced in their products to the minimum that is technically feasible.
Since 1 January 2008, Mars is using only barn eggs in their Snackfood division and has completely eliminated battery eggs from their production.
In addition, Mars is continually improving its recipes so that products can be made with as few artificial aromas, colours and preservatives as possible.
However, not only the product reformulation, but also product innovation is providing opportunities to optimize the food being offered in the market according to health criteria. Mars launched a chocolate in Belgium in 2006 that positively influences the heart and blood circulation by enhancing the health-promoting substances naturally contained in cocoa.
Research and innovation go hand-in-hand and contribute significantly to a health-conscious diet. That is why the cooperation of science and business must be strengthened and supported.
Actively designing the future
A turnaround towards a more balanced, healthy lifestyle is possible only when efforts are successful in convincing people to take personal responsibility for changing their habits. This requires long-term, holistic prevention instead of selective restrictive measures. A national nutrition strategy should be aligned to these principles and implemented in a broad European approach.
Mars will continue to be engaged in promoting healthy lifestyles in the future. The existing measures for promoting balanced nutrition and sufficient physical activity are to be continually reinforced. Above that, Mars will continue optimising its brands through an innovative product policy, e.g. by abandoning the use of trans-fats and additives.
