March 19, 2002
It's been the country's favourite chocolate bar for 70 years - and now it's in line for a £7.5m revamp.
Generations have grown up with the slogan: ‘A Mars a day helps you work, rest and play.’ But now bosses at Mars have decided the famous snack needs a relaunch.
A fluffier filling, streamlined shape and new packaging are promised, along with the new slogan: ‘Pleasure You Can't Measure.’ The slogan is aimed at women in a bid to boost flagging sales of the bar which reportedly dropped from 2bn to 1.09bn last year.
The bars themselves will also come down from 65g to 62.5g but will stay priced at 29p - the same price as in 1988.
The move is the product's first major makeover in 70 years but the bars will retain the traditional gold, black and red wrappers.
The firm say the recipe for the bars will remain the same but the nougat filling will be whipped more ‘to increase the feeling of lightness’.
Since the first Mars bar was handmade by Forrest Mars Senior in Slough in 1932, it has had a number of slogans including: ‘Stars Eat Mars’, ‘It Must Be Mars’ and ‘Every Day Should Be This Good’.
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