Mars Incorporated has announced plans to unify its regional corporate brands under the single corporate brand name, Mars.
By the end of 2007, with a few exceptions, all of the company's units operating in more than 65 countries will be referred to as Mars. The company is currently known as Masterfoods in most markets.
"A single corporate brand name will consolidate and leverage the credibility and goodwill that Mars has earned world-wide through its famous product brands," said Mars Global President Paul S. Michaels. "By introducing a unified corporate brand name, Mars, we will reduce complexity, provide one point of reference and build greater awareness for our business."
Mars Incorporated is a privately-held company that produces some of the world's leading confectionery, food and petcare products and has growing beverage and health and nutrition businesses.Â Headquartered in McLean, Virginia, Mars Incorporated operates in more than 65 countries and employs more than 40,000 associates worldwide.Â The company's global sales are approximately US$21 billion annually.Â Founded in 1911, the company manufactures and markets a variety of products under many of the world's most recognizable trademarks, including Milky Way, M&M's, Snickers, Mars, and Whiskas petcare products.