Mars Bar

The Mars Bar is a chocolate bar manufactured by Mars Incorporated. It was first manufactured in Slough in the United Kingdom in 1932 as a sweeter version of the American Milky Way bar which Mars, Inc. produced in the USA (not to be confused with the European version of the Milky Way, which is a different confection).

A different chocolate bar with the same name was sold in the USA until 2002 when its name was changed to Snickers Almond Bar. It contained then, and still does, plain nougat, almonds, caramel and milk chocolate. [ [http://www.candyfavorites.com/Snickers-Almond-Mars-Bar-pr-295.html Snickers Almond Bars] ]

International variations

Chocolate bars sold as the Mars Bar vary in different regions of the world.cite web |url=http://www.practicallyedible.com/edible.nsf/pages/marsbars |title=Mars Bars | publisher=Practically Edible, "The Web's Biggest Food Encyclopedia" | accessdate=2007-08-07|quote=What is sold outside the US as a "Mars bar" is sold in the US as "Milky Way". What is sold outside the US as "Milky Way" is sold inside the US as "3 Musketeers."] The American version (discontinued in 2002)cite web |url=http://www.candyfavorites.com/Snickers-Almond-Mars-Bar-pr-295.html |title= Snickers Almond Mars Bar |accessdate=2007-08-07 |publisher=candyfavorites.com|quote= [Snickers Almond] "is the replacement for the classic Mars Bar which was discontinued in 2002". Note: Despite title, illustration shows that product name does not include the word "Mars".] is no longer sold, and has been replaced with the similar (but not identical) Snickers Almond.

UK Mars Bar

In 1932, Forrest Mars, estranged son of American candy maker Frank Mars, rented a factory in Slough and with a staff of twelve people began manufacturing a kind of chocolate bar that had not been seen before in the UK. At that time most chocolate was simply a solid block, whereas the Mars Bar consisted of nougat and caramel covered in milk chocolate. It was modelled after his father's Milky Way bar, which was already popular in the US. [ [http://www.oprf.com/oprfhist/marsf.htm The Historical Society of Oak Park and River Forest, "Franklin Mars", 2003] ] Today the basic recipe is unaltered but the size of the bar and the proportions of the main components have changed over the years.

In 2002, the UK Mars Bar was reformulated and repackaged. [ [http://www.guardian.co.uk/netnotes/article/0,,669665,00.html Guardian Unlimited, "Mars bar", 18 March 2002] , accessed July 23, 2006.] The nougat was made lighter, the chocolate on top became noticeably thinner, and the overall weight of the bar was reduced slightly. The packaging was also redesigned with a less-bold and more cursive logo.

Additionally, the famous slogan "A Mars a day helps you work, rest and play" [Invented by Murray Walker [http://www.guardian.co.uk/uk/2002/dec/23/research.highereducation] ] was also replaced with "Pleasure you can't measure". The reasoning behind this was to increase its "treat" appeal to the female market; previously, Mars had been associated with a somewhat masculine and sporty image.

Various sizes are made: miniature bars called "FUN SIZE" (19.7 gram); "Snack Time" (36.5 gram) which is sold in multiple packs; a larger multi-pack size of 54 gram, the regular sized single 62.5 gram bar; and a "Kingsize" 84 gram bar. The regular 62.5 gram single bar contains 284 calories.

In the UK, most Mars Bars are still made at the Slough Trading Estate.

Canada

Since the summer of 2006, all Mars Bars produced in Canada are peanut-free. Mars is one of the few chocolate bars in North America for which no size of the product has any trace of peanuts. In February 2008, Mars Canada introduced a new variety of Mars bar called "Mars Caramel" to compete with the Cadbury Caramilk and Nestle Aero Caramel bars.

Limited editions

Several limited-edition variants of Mars Bars have been released in various countries. (These have often been permanent releases in other countries). They include:

*Mars Almond
*Mars Dark and Light
*Mars Midnight, white inside Mars Bar but covered in dark chocolate. As Mars Dark, it is now on permanent release in Canada.
*Mars Gold
*Mars Mini Eggs (Available around Easter)
* Mars Bar
*Mars Triple Chocolate (Australia)
*Mars Lava (Australia - Orange flavoured))
*Mars Fling (Australia)
*Mars Miniatures, 5 fun size bars in the same packet
*Mars XXX (Australia) sold in gold wrapping.
*Mars Chill (Australia and New Zealand) - wrapper had 'Mars' written in white, turned to blue when cold
*Mars Rocks (Australia and New Zealand), released by Mars Snackfood Australia in August 2007, is made of chocolate-malt nougat topped with a layer of caramel and covered with milk chocolate embedded with "crispies" (whose main ingredients are wheat flour and sugar).

pinoff products

Other products have also been released using the Mars branding.

*Mars Delight
*Mars Extra Chocolate Drink
*Mars Active Energy Drink
*Mars No Added Sugar Drink
*Mars Ice Cream Bars
*Mars Midnight Ice Cream Bars
*McVities Mars Mini Rolls
*Mars Bisc & (Australia & the UK - A biscuit with Mars topping)
*Mars Pods (Australia & New Zealand - a small crunchy biscuit with Mars filling)
*Mars Rocks
*Mars Muffin
*Mars Planets - Small balls similar to Maltesers with nougat, crunchy and caramel fillings

Custom packaging

The Original Mars bar in "Believe" packaging was sold in the UK from 18 April 2006 until the end of the 2006 FIFA World Cup in July. "Believe" took prominence on the packaging ("Original Mars" appeared in smaller print) to indicate support for the England national football team. Advertising in other nations of the UK was tailored to reflect their own teams after the public condemnation, although in Scotland the "Believe" packaging was still used - causing negative publicity. [cite web
last =Davidson
first =Lynn
authorlink =
coauthors =
title =We're Not Buying It
work =
publisher =Daily Record
date =2006
url=http://www.dailyrecord.co.uk/news/tm_objectid=17164545&method=full&siteid=66633&headline=we-re-not-buying-it--name_page.html
format =
doi =
accessdate =2008-02-19]

On 30 July 2008, the Tasmanian government announced that it had secured a major sponsor, Mars for a bid to enter the Australian Football League in a deal worth $4 million over 3 years and will temporarily change the name of its top-selling chocolate bar in Australia to Believe, to help promote Tasmania's cause. [Mars has committed $4 million over three years and will temporarily change the name of its top-selling chocolate bar in Australia to Believe, to help promote Tasmania's cause.]

Advertising slogans

Former

*"Mars macht mobil bei Arbeit, Sport und Spiel" (Mars makes mobile, at work, sports and play) - Germany (1980s and 1990s)
*"A Mars a day helps you work, rest and play" - United Kingdom, Australia (pre-2002)
*"Another way to make your day" - (UK 2005) [ [http://findarticles.com/p/articles/mi_hb5245/is_200509/ai_n19896393 Mars to make your day.(Marketing: PROMOTIONS-PRODUCTS-PACKS)(Mars UK Ltd. advertisement campaign)(Brief Article) | Grocer | Find Articles at BNET.com ] ]
*"Feels good to be back! " - Australia (2005)
*"Un Mars, et ça repart"(One Mars, and that sets out again) - France (late 1990s and renewed from 2006)
*"Mars, que du bonheur" (Mars, only happiness) - France
*"Mars, haal eruit wat erin zit!" (Mars, get out of it, what's in it) - The Netherlands

Current

*"Recharge on Mars" - Canada
*"Work-Rest-Play" - UK
*"Out of this world!" - Australia, UK
*"MARS LEGEND" - Australia
*"Earth - what you'd eat if you lived on mars" - New Zealand and Australia
*"Mars, pleasure you can't measure" - Europe
*""Mars, momento di vero godimento"" (Mars, a moment of pure enjoyment) - Italy
*"Mars, geeft je energie" (Gives you energy) - The Netherlands
*"Nimm Mars, gib Gas" (Take Mars, step on the gas) - Germany
*"Un Mars, et ça repart" - France

Deep-fried Mars Bar

This is a Mars bar which has been coated with batter and deep-fried in oil or beef fat. First reports of battered Mars bars being sold in Stonehaven Fact|date=April 2008, Scotland date back to 1995 [Original source, Scottish Daily Record via:- [http://news.bbc.co.uk/2/hi/uk_news/scotland/4103415.stm "Deep-fried Mars myth is dispelled"] , BBC News online. BBC article dated 2004-12-17, retrieved 2006-11-15.] , although an ice-cream vendor in Manchester claims to have invented it in the early 1990s.Fact|date=June 2007

Deep-fried Mars bars are available from some fish-and-chip shops in Britain, Ireland, Australia, New Zealand and Canada.Fact|date=November 2007

Australian recall

In July 2005, Mars Bars, along with the Snickers bar, were recalled due to an anonymous extortion attempt against Star City Casino in Sydney. The extortionist claimed to have poisoned seven Mars and Snickers bars at random in New South Wales. As a result Masterfoods Corporation, the company that manufactures Mars Bars in Australia, recalled the entire Mars and Snickers product from store shelves in New South Wales and the Australian Capital Territory. Nineteen people were possibly affected, with two being admitted to hospital. In the later half of August 2005, the threat to the public was deemed negligible and the bars returned to shelves, accompanied by a state-wide advertising campaign incorporating the slogan "Feels good to be back".

Animal products controversy

In May 2007 Mars UK announced that Mars Bars, along with many of their other products such as Snickers, Maltesers, Minstrels and Twix would no longer be suitable for vegetarians, and Hindus because of the introduction of rennet, a chemical sourced from calves’ stomachs used in the production of whey. [ [http://news.bbc.co.uk/2/hi/business/6653175.stm Mars starts using animal products] , BBC News website.] Masterfoods confirmed that many other products such as Easter eggs and ice cream would also be affected.

The rabbinical authorities declared that the products remained kosher for Jewish consumption. [ [http://www.theus.org.uk/jewish_living/file/?file_id=184 LBD Kashrut Division | It’s Kosher anyWhey!] ]

The decision was condemned by several groups, with the Vegetarian Society stating that "at a time when more and more consumers are concerned about the provenance of their food, Mars’ decision to use non-vegetarian whey is a backward step".

Mars later abandoned these plans, stating that it became "very clear, very quickly" that it had made a mistake. [ [http://news.bbc.co.uk/1/hi/uk/6673549.stm BBC NEWS | UK | Mars bars get veggie status back ] ]

In popular culture

*Rock group The Undertones released a song called "Mars Bars", which has several references to the product. The then-current UK (and US) advertising slogan "A Mars a day helps you work, rest and play" is incorporated into the song's lyrics.

* In the book Total Recall, Hauser's briefcase was full of Mars Bars. He fed them to rats to mislead the villains.

* Punk poet John Cooper Clarke references the chocolate in his poem, "Health Fanatic" which can be found in Urgh! A Music War

* On the television show Veronica Mars, episode 14 of the recently concluded third season was named "Mars, Bars", during which main character Veronica is in jail for some of the episode. Fans of the show have been sending Mars chocolate bars to The CW offices and network President Dawn Ostroff in an effort to save the show from cancellation after it was excluded from The CW Fall 2007 schedule, and officially cancelled on June 12, 2007. [ [http://community.tvguide.com/blog-entry/TVGuide-Editors-Blog/Ausiello-Report/Veronica-Mars-Officially/800016822 Veronica Mars Is Now "Officially Dead" - Ausiello Report | TVGuide.com ] ]

* In the children's book, Maniac Magee, a secondary character's nickname is "Mars Bar", and is always mentioned with him constantly eating a Mars Bar.

*On a rural road in Maine in 1999, horror writer Stephen King was struck and seriously injured by a van whose driver told investigators that he had been on his way to get "some of those Marses [sic] Bars they have up to the store." King later wrote that on hearing this, it occurred to him that he had "nearly been killed by a character out of one of [his] own novels."

*The 2007 Season Opener for NBC's TV series 'Scrubs' has an intro segment where Turk wonders if they still make Mars Bars.

*In the 1997 book, Harry Potter and the Philosopher's Stone by J. K. Rowling, the main character Harry asks the food trolley lady on the Hogwarts Express for Mars Bars, only to discover that she has none.

Economics

It has been observed on several occasions that the price of a Mars Bar correlates fairly accurately with the change in value of the pound sterling since World War II. [http://www.ft.com/cms/s/9f128868-68b4-11da-bd30-0000779e2340.html Mars Bar] , Nico Colchester Fellowship, FT.com (Financial Times website). Article dated 2001-01-26, retrieved 2007-01-13.]

Advertisements

* A 2006 Mars Bar advert in the UK features the song "Blue Monday" by New Order.
* A 2008 Mars Bar advert in the UK features the song Jump Around by House Of Pain.

References

External links

* [http://totl.net/VisibleMars/ The Visible Mars Bar project] , which shows the difference between US and UK mars bars.
* [http://www.oregonl5.org/mist/marsbar.html Site with cross-sections of both the original U.S. and Canadian Mars bars]
* [http://www.sopse.org.uk/ixbin/hixclient.exe?a=query&p=slough&f=generic_theme%2ehtm&_IXFIRST_=1&_IXMAXHITS_=1&%3dtheme_record_id=sl%2dsl%2dmars&s=MUhpLhrsY1I Slough History Online]
* [http://thechocolatereview.wordpress.com/2007/05/24/mars-bar/ The Chocolate Review's article on the Mars Bar]