previously excluded under the original whole grain health claim because
it did not meet the required minimum level of fiber. The health claim
now supports the single ingredient 'whole grains,' regardless
of fiber content.
-- Establishing strict guidelines for marketing to children. In February
2007, Mars was the first company to globally announce that we would not
direct marketing of our snackfoods to children under 12 years of age.
Mars has also joined other major food companies in signing the US
Children's Food and Beverage Advertising Initiative and the
European Food Pledge to make formal public commitments regarding
responsible advertising to children.
-- Improving the nutritional quality of snackfoods offered in schools. In
September 2006, Mars partnered with the Alliance for a Healthier
Generation (AHG) to offer healthier snack choices in schools to promote
balanced eating by children during the school day. Created by The
Clinton Foundation, the American Heart Association and the Robert Wood
Johnson Foundation, the AHG has set specific guidelines for competitive
foods offered in schools. Mars was one of the first five initial food
companies to commit to this important school initiative, and the only
company to develop an entirely new line of snackfoods that meet the
stringent school nutrition standards. These Generation Max(TM) Snacks
are offered to schools across the country today.
-- Encouraging moderation through portion control. In ensuring the consumer
has options to control their portions, Mars offers a range of sizes from
miniatures, Fun Size(R) (which Mars originally created), regular single
size, and multiple piece larger packages. We are in the process of
|SOURCE Mars, Incorporated|
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