Mars US Announces Support for Current Chocolate Standard of Identity

Chocolate Leader Opposes Proposal to Lower the Bar on Chocolate by Allowing For Cocoa Butter Substitutes

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CHICAGO--(BUSINESS WIRE)--In sharp contrast to recent industry efforts to change the Standards of Identity for chocolate, Mars Snackfood US today announced its support for the current definition of chocolate and pledged to continue to make pure, authentic chocolate with 100% cocoa butter for all of its U.S. chocolate products.

“Changing the definition of what chocolate is would be a mistake. The bottom line is that we’re not going to change our chocolate. Today, Mars US chocolate products are pure, authentic chocolate and they’re going to stay that way”

Changing the Standard of Identity for chocolate could allow manufacturers to make chocolate with cocoa butter substitutes.

Changing the definition of what chocolate is would be a mistake. The bottom line is that were not going to change our chocolate. Today, Mars US chocolate products are pure, authentic chocolate and theyre going to stay that way, said Todd R. Lachman, president, Mars Snackfoods US. Even though we could save millions of dollars, we simply wont compromise the purity and authenticity of our chocolate by diluting it with a cocoa butter substitute. This company was built on quality it's one of our core principles and we will not lower the bar on chocolate quality.

The current industry petition to revise the Standards of Identity would fundamentally redefine chocolate. The proposal could allow manufacturers to call a product chocolate even if it used vegetable oil as a substitute for cocoa butter. Cocoa butter is one of the key defining ingredients in chocolate, providing the signature melt-in-your-mouth creaminess and texture.

At Mars, the consumer is our boss, and American consumers are passionate about chocolate. They dont want anyone to change the chocolate theyve enjoyed for generations, said Lachman. As a privately held company, we have the freedom to invest in the highest quality chocolate and deliver what consumers want.

Mars is the worlds foremost expert on chocolate. The company has nearly 100 years of expertise making high quality chocolate and is one of a handful of companies still making its own chocolate. The company is one of the worlds largest chocolate manufacturers with some of the best loved chocolate brands including M&MS® Chocolate Candies, Dove® Chocolate, Snickers®, Milky Way®, 3 Musketeers® and Twix® Brands.

Mars is also a global leader in cocoa research. Decades of Mars research has led to major innovations in the areas of sustainable cocoa farming technology; taste and texture of chocolate products; and the health benefits of cocoa-based compounds such as flavanols.

Mars US is the United States food, snack and pet care operations of Mars, Incorporated, one of the world's leading food manufacturers. With more than $7 billion in annual sales in the U.S., the combined food, snack and pet care segments are a symbol of excellence for quality brands. Headquartered in Hackettstown, New Jersey, Mars US employs more than 9,000 associates in the United States, with 52 facilities nationwide. The company owns some of the world's favorite brands, including M&M'S® Brand, SNICKERS® Brand, UNCLE BEN'S® Brand, PEDIGREE® Brand Food for Dogs, and WHISKAS® Brand Food for Cats.


Mars, Incorporated
Marlene M. Machut
908-433-6605 or 908-850-7935

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