Business in Slough - Mars Rethinks Marketing Strategy

Masterfoods, the makers of Mars, Bounty, Snickers, M&Ms, and Maltesers, is introducing a new marketing policy this year. In response to growing concerns by government and parents, the firm has pledged to stop marketing their products to children under 12.

The new policy is expected to come into force by the end of the year and will apply to all forms of advertising, both on and offline. The group had already introduced a policy of no advertising to children under 6, but made the decision to extend this to the under 12 market.

The move has been welcomed by consumer groups and parents, especially with the current level of concern about childhood obesity and junk food. A spokesperson for Masterfoods is quoted as saying : ‘Over the last several years, concerns have been expressed by governments and parents about the marketing of products to children. Mars believes it is important to listen to concerns and respond directly, in keeping with our desire to support the paramount role of parents in making purchasing decisions about foods on behalf of their children.

‘We have therefore decided we will not direct communications about our core food and confectionery products to children under the age of 12, with the exception of our 'better for you' products which meet regional nutritional guidelines, where the cut-off will be 9 years of age.

‘Also, we will not participate in promotions primarily directed to children under 12, again with the exception of products we intend to develop to meet the specific nutritional interests of children.’

Masterfoods’ decision follows a 2006 pledge by Ofcom - the independent regulator and competition authority for the UK communications industries – to ban advertising of all foods high in salt, sugar and fat during children’s TV shows.

www.businessinberkshire.co.uk/businessinslough

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[ Mars Rethinks Marketing Strategy ]

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