Meantime, the company has upset vegetarians and kosher food consumers across the planet by announcing it now uses animal products in its best known confectionery lines like Snickers and Twix.
MCLEAN, Virginia: Mars, maker of the chocolate bar range and Pal pet foods, among a host of other brands, is scrapping its Masterfoods moniker under which it trades outside its native USA.
In future the business, with a few exceptions, will be renamed Mars across most of the sixty-five countries in which it operates. Rebranding to that effect will begin shortly.
Comments Mars global president Paul Michaels: "By introducing a unified corporate brand name, we will reduce complexity, provide one point of reference and build greater awareness for our business."
Says a spokesman: "Since changing the sourcing of our ingredients, we are no longer able to ensure our chocolate will be animal rennet-free and so we made the principled decision to admit it was not guaranteed to be vegetarian."
Data sourced from Brand Republic (UK); additional content by WARC staff