Mars restructures chocolate business to boost UK
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Mars’ UK confectionery business is to become independent from its European business in a bid to boost its performance against rivals in the UK.
Mars UK’s chocolate business will now operate as a standalone business headed up by Fiona Dawson.
Dawson has been promoted from managing director to president of the UK chocolate business.
The aim of the restructure is to give Mars UK more power in the local region and perform better against confectionary rivals, Cadbury, Kraft and Nestlé.
Andy Watson-Webb, president for the chocolate business in western Europe, has stepped down after five years after turning down the job of President of the continental Europe region.
Peter West, currently general manager of Mars’ Australian snack food business will take the continental Europe role.
Mars recently reduced the saturated fats in its Mars, Snickers, Milky Way and Topic bars by 15% as part of an ongoing strategy to improve the nutritional credentials of its products.
YouGov Insight:
Mars Chocolate
- In January 2010, Mars became the first confectionery company to reduce saturated fat levels across its core chocolate bar range.
- From this summer, Mars, Snickers, Milky Way and Topic will all contain at least 15% less saturated fat.
- Galaxy had a performed strongly in 2009, with an increase in sales of around 19%.
- However, Mars Bar remains the companies’ biggest brand and is a key player in the total chocolate confectionery market.
- The company is firmly committed to continuing to build on the strength of its brands: it claims that its media spend in 2010 will be 42% greater than in 2009.
