Mars Snacking
Mars Snacking is the global confectionery and snacking division of privately held Mars, Incorporated.
Last updated October 14, 2026
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Overview
Mars Snacking is the snacking division of Mars, Incorporated, the family-owned American food and consumer-products group. The division is the successor to the company's combined chocolate and chewing-gum businesses and is built around a portfolio of globally distributed confectionery, gum, and snack brands. Its principal brands include M&M's, Snickers, Twix, Mars, Milky Way, 3 Musketeers, Bounty, Maltesers, Dove and Galaxy chocolate, Skittles, Starburst, Orbit, Extra, Life Savers, Combos and related regional products. The division also participates in adjacent snacking categories through acquisitions and brand extensions. The business has roots in the early history of Mars, Incorporated. Franklin Clarence Mars established a candy business in 1911 and later developed the Minneapolis-based company that became Mars, Incorporated. In the 1920s and 1930s, the company introduced Milky Way, Snickers and 3 Musketeers in the United States. Franklin's son, Forrest Mars Sr., separately developed Mars's European business from Slough, England, beginning in 1932. That operation introduced the Mars bar in Britain and helped establish many products that later became international brands. Mars subsequently developed a large global confectionery network with different names, recipes and market positions in different countries. A major structural turning point came in 2008, when Mars and Berkshire Hathaway acquired Wm. Wrigley Jr. Company in an all-cash transaction reported at approximately $23 billion. Wrigley added chewing gum and related confectionery brands such as Orbit, Extra and Doublemint to Mars's chocolate portfolio. In 2016, Mars announced the combination of its chocolate operations with Wrigley to create Mars Wrigley Confectionery. The combined business retained global offices in Chicago and maintained important United States operations in New Jersey. Martin Radvan, formerly associated with Wrigley, initially led the combined company; Andrew Clarke became chief executive in 2018. Mars Snacking's operating model combines mass-market packaged goods with extensive manufacturing, distribution, marketing and retail capabilities. Its products are sold through supermarkets, convenience stores, vending, specialty chocolate retail, e-commerce and seasonal channels. The division's brands cover everyday treats, sharing formats, impulse purchases, gum and mints, chocolate bars, sugar confectionery and non-confectionery snacks. Product formulations and brand names can vary by country: for example, the European Milky Way corresponds broadly to the United States 3 Musketeers positioning, while Galaxy is associated with the Dove brand in several other markets. The division has also used established brands in beverages and sports-oriented products, although Mars Drinks was sold to Lavazza in 2018. Mars has pursued portfolio expansion beyond its traditional chocolate and gum categories. In 2020, Mars acquired full ownership of KIND North America, adding a better-for-you snack platform. It announced the acquisition of whole-fruit snack company Trü Frü in 2022, creating additional scope in health and wellness snacking. In 2023, Mars agreed to acquire Hotel Chocolat, a premium chocolate retailer and manufacturer; the transaction was completed in January 2024. Mars also announced an agreement to acquire Kellanova in 2024. The proposed transaction would bring brands such as Pringles, Cheez-It and Pop-Tarts into the broader Mars portfolio, subject to the transaction's completion and integration arrangements. The supplied reference material states that the acquisition was later completed, but the timing and post-closing organizational details should be independently verified. The division operates within Mars's wider sustainability, sourcing and product-development framework. Mars has publicly discussed responsible supply chains, nutrition, packaging, operational efficiency and its Five Principles. It has also faced public scrutiny over ingredients, op…
History
Mars Snacking developed from the confectionery and gum activities of Mars, Incorporated. Franklin Clarence Mars began selling candy commercially in the early twentieth century and established an early Mars candy operation in Tacoma, Washington, in 1911. After that venture failed, the family business was re-established in Minnesota as Mar-O-Bar Company around 1920 and later became Mars, Incorporated. In 1923, Franklin's son Forrest Mars Sr. helped inspire the Milky Way bar, which used the appeal of a chocolate malted-milk drink as its product concept. The bar became a major success and established Mars as an important American confectionery manufacturer. The company moved major production to Chicago in 1929. Snickers followed in 1930 and 3 Musketeers in 1932. These products created the foundation for the chocolate-bar portfolio that remains associated with Mars Snacking. Forrest Mars Sr. left the United States for Britain in 1932 after receiving foreign marketing rights to Milky Way. He established Mars's European business at Slough, where the Mars bar was developed and launched successfully. Over subsequent decades, the American and European Mars businesses expanded separately before Forrest Mars gradually regained control of his father's company. The two operations were ultimately brought together in 1964. Mars expanded internationally through new products, local manufacturing and acquisitions. Wrigley, founded as a chewing-gum company, became particularly important to the later snacking structure. Mars and Berkshire Hathaway acquired Wm. Wrigley Jr. Company in 2008 for a reported $23 billion. The transaction added gum and confectionery brands including Orbit and Extra and made Mars a broader global snacking operator. Mars later merged its chocolate and Wrigley activities in 2016 to form Mars Wrigley Confectionery, with Chicago as the global center and New Jersey as a major United States base. The division's portfolio has continued to broaden. Mars announced the removal of artificial colors from its candy products in 2016. It acquired KIND North America in 2020, added Trü Frü in 2022, and acquired Hotel Chocolat in a transaction announced in 2023 and completed in January 2024 according to the supplied reference. These transactions extended the business into nutrition-oriented snacks, whole-fruit products and premium chocolate retail. Mars also announced a proposed acquisition of Kellanova in 2024 for approximately $35.9 billion including assumed net leverage. The deal was presented as a major expansion of Mars's packaged-snacking reach, potentially adding brands such as Pringles, Cheez-It and Pop-Tarts. The supplied material reports subsequent completion after regulatory approval, but the exact closing date and the final integration of Kellanova into Mars Snacking require verification against current primary or authoritative sources. Today, Mars Snacking is not a separately listed corporation. It operates as one of Mars, Incorporated's principal business units alongside Petcare, Food and Mars Edge. Its activities span product development, manufacturing, marketing, sales and distribution across a large international market footprint. The division's identity rests on high-recognition brands, large-scale availability and a portfolio that ranges from indulgent treats to gum, premium chocolate and more health-oriented snack formats.
- 2024
Mars announces Kellanova acquisition
[1]Mars announced a proposed acquisition of Kellanova for approximately $35.9 billion including assumed net leverage.
- 2022
Trü Frü acquisition expands fruit snacking
[1]Mars announced the acquisition of whole-fruit snacking company Trü Frü.
- 2020
KIND North America joins Mars
[1]Mars acquired full ownership of KIND North America.
- 2016
Mars Wrigley Confectionery is formed
[1]Mars combined its chocolate and Wrigley businesses into a new confectionery subsidiary.
- 2008
Mars acquires Wrigley with Berkshire Hathaway
[1]Mars and Berkshire Hathaway announced the acquisition of Wm. Wrigley Jr. Company in an all-cash transaction reported at approximately $23 billion.
- 1964
American and European Mars businesses are reunited
[1]Forrest Mars gradually took control of the Chicago business and merged it with the company he had built in Britain.
- 1932
Mars expands to Britain and launches 3 Musketeers
[1]Forrest Mars Sr. established the British Mars business and launched the Mars bar there; the United States business also introduced 3 Musketeers.
- 1930
Snickers enters the United States market
[1]Mars created the Snickers bar and began selling it in the United States.
- 1923
Milky Way is introduced
[1]Mars introduced the Milky Way bar in the United States, using a malted-milk concept that helped establish the company's confectionery identity.
- 1911
Franklin Clarence Mars establishes an early candy business
[1]Franklin Clarence Mars and Ethel V. Mars established a candy operation in Tacoma, Washington, an early predecessor to the Mars business.
Products and positioning
A global, mass-market snacking platform combining iconic chocolate, sugar-confectionery, gum and snack brands with broad retail distribution, supported by Mars's privately held long-term ownership. The portfolio also increasingly includes premium, wellness-oriented and adjacent snack businesses.
Chocolate confectionery
M&M's
Colorful sugar-coated chocolate pieces and related peanut and filled variants. M&M's is one of Mars's most internationally recognizable brands and is sold in sharing bags, seasonal formats, single-serve packs and licensed retail experiences.
Chocolate bar · 1930
Snickers
A chocolate-coated bar associated with nougat, caramel and peanuts. It is positioned as a substantial, indulgent snack and is marketed globally in bars, multipacks and portion-controlled formats.
Chocolate bar · 1932
Mars
The Mars bar is a flagship chocolate countline developed in the British and European Mars business. Its formula and branding vary by market, but it is generally associated with chocolate, caramel and nougat.
Chocolate biscuit bar
Twix
A biscuit-based chocolate confectionery product sold as paired fingers or multipacks. Twix occupies a cross-category position between a chocolate bar and a cookie-style snack and is distributed across many international markets.
Sugar confectionery
Skittles
Fruit-flavored, brightly colored sugar-coated pieces sold in individual packs, sharing bags and seasonal formats. The brand is known for strong color and flavor variety and has a broad global presence.
Chewing gum
Orbit
A Wrigley chewing-gum brand managed within Mars's snacking portfolio. Orbit is sold primarily as a sugar-free gum in multiple flavors and package formats.
Snack bars and better-for-you snacks
KIND
A snack platform centered on bars and products commonly marketed around nuts, grains, fruit and recognizable ingredients. Mars acquired full ownership of KIND North America in 2020, expanding its portfolio beyond conventional confectionery.
Fruit-based snacks
Trü Frü
A whole-fruit snacking brand that combines fruit with confectionery-style coatings. Mars announced its acquisition in 2022 as part of a broader health and wellness snacking platform.
Malted chocolate confectionery
Maltesers
Small malted centers covered in chocolate, especially associated with Mars's European and international confectionery operations. The brand is sold in bags, boxes and seasonal formats.
Controversies
2023
Ukraine criticism over continued Russian operations
Ukraine's National Agency on Corruption Prevention designated Mars as an international sponsor of the war, asserting that the company continued operating in Russia despite announced reductions in business and advertising activity.
2007
United Kingdom vegetarian recipe controversy
Mars announced that it would replace microbial rennet with animal-derived rennet in several United Kingdom products. Consumer and Vegetarian Society opposition led the company to reverse the change and return to vegetarian sources.
2004
Lead contamination issue involving Lucas candies
Mars discontinued the Lucas candy line after high levels of lead were found in the products.
Marketing campaigns
- 2008Mars Refuel
Global
Mars and theBelGroup conducted research connected with the revival of the 'Work, Rest & Play' slogan, launched the Mars Refuel sports drink and established a related sponsorship fund.
Outcome. The initiative extended the Mars brand into sports-oriented drinks and sponsorship activity.
Brand decisions
2024
Proposed acquisition of KellanovaM&ABackground
Mars announced a major expansion into packaged snacks and related consumer foods.
Action taken
Mars agreed to pay $83.50 per Kellanova share in cash, with total consideration reported at approximately $35.9 billion including assumed net leverage.
Aftermath
The agreement required shareholder and regulatory approvals at announcement. The supplied material reports later completion, but final closing and integration details should be verified.
Total transaction consideration including assumed net leverage. $35.9 billion (2024 announcement)
2020
Acquire KIND North AmericaM&ABackground
Mars sought to expand beyond traditional chocolate and sugar confectionery into better-for-you snack categories.
Action taken
Mars acquired full ownership of KIND North America.
Aftermath
KIND became part of Mars's broader snacking and health-and-wellness portfolio.
2016
Combine chocolate and Wrigley operationsStrategyBackground
Mars owned major chocolate brands and had acquired Wrigley's gum portfolio in 2008.
Action taken
The company created Mars Wrigley Confectionery by combining its chocolate and chewing-gum businesses.
Aftermath
The new structure created a unified global confectionery platform with Chicago as its global office center.
Recent events
- 2024
Mars announces agreement to acquire Kellanova[1]
M&A
Mars announced a cash offer for Kellanova valued at approximately $35.9 billion including assumed net leverage. The transaction was subject to shareholder and regulatory approvals at announcement.
- 2023
Mars agrees to acquire Hotel Chocolat[1]
M&A
Mars agreed to acquire premium chocolate retailer and manufacturer Hotel Chocolat for approximately £534 million. The transaction was completed in January 2024, according to the supplied reference.
- 2022
Mars acquires Trü Frü[1]
M&A
Mars announced the acquisition of the Utah-based whole-fruit snacking brand Trü Frü and linked it with its broader health and wellness snacking activities.
- 2020
Mars acquires KIND North America[1]
M&A
Mars acquired full ownership of KIND North America, expanding its presence in snack bars and better-for-you snacking.
- 2016
Mars and Wrigley announce combination of confectionery businesses[1]
M&A
Mars announced that its chocolate business and Wrigley operations would be combined into a new Mars Wrigley Confectionery subsidiary.
Sources1 sources
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