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Tag: Mars

  • Mars and Kellanova Unite: $36B Mega Merger to Reshape Global Snacking Industry

    Mars and Kellanova Unite: $36B Mega Merger to Reshape Global Snacking Industry

    Mars, the multinational confectionery manufacturer, has received the final approval needed to complete a $36 billion acquisition of Kellanova. The European Commission’s unconditional approval sets the stage for the finalization of the deal, which is set to close on December 11th, subject to the customary closing conditions.

    Expanding Portfolio

    Upon completion, the acquisition will see Kellanova’s variety of snack products integrated into Mars’ existing offerings. Kellanova’s portfolio, known for popular products such as Pringles, Cheez-It, Pop-Tarts, Rice Krispies Treats, RXBar, and a variety of international Kellogg’s cereal brands, will join Mars’ globally recognized brands including Snickers, M&M’S, Twix, Skittles, Extra, and Kind.

    The new, combined Snacking division of Mars is estimated to generate approximately $36 billion in annual revenue. The portfolio will include nine individual billion-dollar brands under this division, which will operate across more than 145 markets worldwide.

    A Welcomed Merger

    Mars is eager to welcome the new addition to their family. “We are looking forward to the Kellanova team joining us at Mars and together establishing a global snacking leader with a wide range of much-loved brands,” commented Andrew Clarke, the global president of Mars Snacking.

    Clarke expressed confidence in the merger, stating that “Mars Snacking and Kellanova will be better together, leveraging the strengths of our respective legacies and capabilities to unlock new opportunities and promote growth.”

    The acquisition agreement, with its immense potential for growth and expansion, was first announced on August 14th of the previous year.

    Questions & Answers

    What are the benefits of Mars acquiring Kellanova?
    By acquiring Kellanova, Mars will be able to expand their product portfolio to include popular snack brands, giving them a wider range of products and potentially increasing their market share.

    How much is this acquisition expected to increase Mars’ annual revenue?
    The acquisition is set to increase Mars’ annual revenue to approximately $36 billion.

    When was the definitive agreement for this acquisition announced?
    The definitive agreement for the acquisition of Kellanova by Mars was announced on August 14th of the previous year.

  • Melodie Nye Takes Helm At Mars’ Pet Nutrition Division In Australia, New Zealand

    Melodie Nye Takes Helm At Mars’ Pet Nutrition Division In Australia, New Zealand

    Melodie Nye has been newly appointed as the managing director and general manager for the Pet Nutrition division of Mars in Australia and New Zealand (ANZ). She will be succeeding Craig Sargeant, who has been promoted to the position of global vice president for strategic revenue management.

    Nye has been a part of Mars for more than a decade, occupying various key marketing, innovation, and leadership roles within the company across Europe and the US. Prior to Mars, she served in executive positions at Kraft Foods and as an intelligence officer in the US Air Force. She is currently the chief growth officer for Mars Pet Nutrition Europe.

    In a statement, Nye expressed her excitement about her new role. She said, “Working with a company that prioritizes bold innovation, meaningful community impact, and a forward-looking approach to pet nutrition has been a rewarding experience. I look forward to building on this foundation and staying ahead of the curve. I aim to strengthen our role as a reliable partner to our customers and continue to fulfill the needs of pet parents across Australia and New Zealand.”

    Deri Watkins, regional president for Mars Pet Nutrition in developed Apac, expressed confidence in Nye’s abilities to fulfill her new roles. Watkins said, “Melodie is perfectly placed to strengthen our customer relationships and continue to deliver the trusted, innovative products and brands that pet owners want and expect in the future.”

    He further noted the significant opportunity in Australia and New Zealand, as they are two of the most pet-friendly countries globally, with over 60% of households owning at least one pet. Watkins said, “This passion for pets offers a great opportunity for us to continue to evolve and meet the growing expectations of pet parents. Melodie is a dynamic, purpose-driven leader who brings a fresh perspective, especially in addressing the changing needs of pet parents and the fast-paced world of pet nutrition.”

    Questions & Answers

    Who has been appointed as the new MD and GM of Mars’ Pet Nutrition division in Australia and New Zealand?
    Melodie Nye has been appointed to this role.

    What was Melodie Nye’s position before the new appointment?
    Before this appointment, Melodie Nye was the chief growth officer for Mars Pet Nutrition Europe.

    What unique opportunities does the pet market in Australia and New Zealand present?
    Australia and New Zealand are among the most pet-loving countries worldwide, with over 60% of households owning at least one pet, offering significant opportunities for pet nutrition and care companies.

  • Mars introduces Cookie Dough flavoured bar

    Mars introduces Cookie Dough flavoured bar

    New Chocolate Bar Launch by Mars

    Global confectionery leader Mars is set to launch a brand-new chocolate bar with a cookie dough flavor this month. This exciting addition to the chocolate market boasts a soft nougat center imbued with the taste of cookie dough, further complemented by a layer of caramel and enveloped in rich milk chocolate.

    Variety of Packaging Options

    The cookie dough-flavored chocolate bar will be offered in three different formats to cater to a range of consumer preferences. The first option is a single chocolate bar weighing 47 grams, perfect for individuals looking for a quick, sweet treat. For those seeking more, a twin pack weighing 64 grams will also be available. Lastly, a fun-size pack, ideal for sharing or portion-controlled indulgences, is set to hit the shelves in August.

    Nationwide Availability

    The Mars Cookie Dough bar will soon be seen on the shelves of major supermarkets and retail outlets across the country. This nationwide distribution ensures that chocolate enthusiasts from all corners of the country have access to this delectable new creation.

    Recent Acquisitions

    In related news, Mars recently received approval for its acquisition of Kellanova, pending a concluding review by the European Commission. This strategic move is expected to further strengthen Mars’ market position.

    Questions & Answers

    What is the unique feature of the new chocolate bar being launched by Mars?
    The new chocolate bar from Mars boasts a cookie dough-flavored nougat center, layered with caramel, and coated in milk chocolate.

    What are the different formats in which the Mars Cookie Dough bar will be available?
    The Mars Cookie Dough bar will be available in three different formats: a single 47-gram bar, a twin pack weighing 64 grams, and a fun-size pack set to launch in August.

    Where can one purchase the Mars Cookie Dough bar?
    The Mars Cookie Dough bar will be available for purchase in major supermarkets and retail outlets nationwide.

  • Big M, Dairy Farmers launch Mars-inspired flavoured milks

    Big M, Dairy Farmers launch Mars-inspired flavoured milks

    The two flavoured milk brands – Big M and Dairy Farmers Classic – have teamed up with confectionery brand Mars to introduce confectionery-inspired chocolate milks.

    Anne Scott, senior brand manager of Big M, said the Maltesers-flavoured milk is part of a limited-edition release for Victorian fans, and the collaboration celebrates the 125th anniversary of the Dairy Farmers Classic.

    Taking cues from the original taste of nougat, combined with caramel, and coated with milk chocolate, Maltesers offer a lighter, chocolatey, and creamy beverage with no added sugar. 

    “Whether it’s the irresistible blend inspired by a Mars bar or Maltesers, we can’t wait for Aussies to try these delicious Dairy Farmers Classic flavoured milks.,” said Scott.

    “At Mars, we’re always looking for new ways for Australians to enjoy their beloved brands beyond the formats they know and love,” said Bianca Werkmeister, Mars’ MP director.

    These new limited-edition flavoured milks are available in 500ml bottles at supermarkets across Victoria, Queensland, NSW, and SA for a limited time.

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  • Richemont joins Alibaba’s IP alliance on brand protection

    Richemont joins Alibaba’s IP alliance on brand protection

    Global luxury group Richemont has joined the Alibaba Anti-Counterfeiting Alliance, a partnership between the e-commerce giant and brands that works to protect intellectual property rights on Alibaba’s platforms. Geneva, Switzerland-based Richemont is now among the 115 members from 16 countries and regions that are a part of the IP alliance, as well as the latest from the luxury sector to partner with the e-commerce giant on brand protection. Richemont said it would share its technology, expertise and other information to support the Alliance’s efforts.

    Richemont owns 17 luxury brands, including Cartier, Montblanc, Piaget, Van Cleef & Arpels, Watchfinder & Co and Chloe, in addition to Yoox Net-A-Porter Group, the online retail platform. YNAP runs four different websites — Net-A-Porter, Mr Porter, lifestyle-goods destination YOOX and affordable-fashion seller The Outnet — as well as online flagship stores for leading fashion brands, such as Armani, Moncler and Valentino.

    The announcement comes a month after Alibaba and YNAP partnered to bring the site’s high-end goods to Chinese consumers. A joint venture between Alibaba and YNAP will launch a mobile app for the Net-A-Porter platform and menswear site Mr Porter, in addition to opening flagship stores for Net-A-Porter and Mr Porter on Tmall Luxury Pavilion, a channel that connects premier brands with China’s digital-first consumers.

    Richemont, along with New Balance, General Motors and McDonald’s, were the latest global brands to join the AACA. The alliance’s membership has more than tripled from the original 30 founding brands at its launch last year, and now includes  names, such as Bose, Canada Goose, Honda, Samsung, Mars, Adobe, Danone, Hasbro and L’Oreal, in 12 industry categories. They work with Alibaba in six key areas — proactive online monitoring and protection, a product test-buy program, offline investigations and enforcement actions, industry-law enforcement workshops, litigation tactics and public awareness campaigns — in the fight against IP infringement.

    In September last year, the AACA established an advisory board so that brands could provide feedback to Alibaba in areas related to IP enforcement. Alibaba has since upgraded its Intellectual Property Protection Portal as well, delivering faster navigation and a better user experience on the site, where rights holders report suspected infringing listing and share information with Alibaba. In addition, Alibaba’s Good Faith program, which is open to brands with a track record of accurate notice and takedown filings, has streamlined the reporting process.

    The IP alliance does not restrict its brand-protection efforts to the online space. Alibaba and its brand partners also work to find and eliminate fakes at their source. In the luxury sector, Alibaba and Louis Vuitton – one of the first members of AACA – conducted an offline investigation that resulted in the seizure in May of approximately RMB 100 million ($14.4 million) worth of counterfeit goods.

    “The protection of intellectual property rights requires all stakeholders to work closely together and share their expertise. The AACA will continue its efforts to establish industry best practices for IP protection by creating effective collaboration among brands, platforms and law enforcement,” said Michael Yao, Alibaba’s senior VP and head of Brand Protection and Cooperation.

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  • Alibaba hosts intellectual property event

    Alibaba hosts intellectual property event

    Chinese online commerce giant Alibaba Group has hosted an inaugural Rights Holders Collaboration Summit involving international brands and the intellectual property (IP) enforcement community to enhance collaboration in the fight against infringements.

    More than 100 Chinese and international brands as well as trade associations attended the event, including Adidas, Apple, Burberry, Hewlett Packard, Louis Vuitton and Mars, the Chinese British Business Council (CBBC) and the Quality Brand Protection Committee (QBPC).

    Alibaba also announced the launch of the IP Joint-Force System, an online platform designed to streamline IP-related communications between the group and brands. The system aims to build a more collaborative working relationships with international brands as Alibaba continues its fight against counterfeits and IP infringement.

    New challenges

    With eCommerce becoming a way of life and the internet sector continues to evolve, brands and online marketplaces alike face new IP enforcement challenges, says Alibaba Group chief platform governance officer Jessie Zheng.

    “As the leading online marketplace, we have a responsibility to all our constituents to govern our platform and find innovative solutions. The Rights Holders Collaboration Summit and IP Joint-Force System are a couple of the many ways Alibaba is working closely with rights holders in our efforts to eradicate counterfeits both online and offline.”

    All brands in the “Good Faith Takedown” program are eligible for the IP Joint-Force System, which came into effect this month. This Alibaba program was launched last year to expedite the notice-takedown process for brands that submit valid counterfeit complaints. Many of the more than 700 brands involved in the program are participating in the first phase of the IP Joint-Force System, including Adidas, Apple, Mars, Philips and Procter & Gamble.

    With more than a billion products listed across its marketplaces at any given time, Alibaba Group’s data analytics and processing technologies enabled it to remove more than 120 million infringing product listings last year, which is eight times the number of counterfeit products removed based on takedown requests from brands.

    Dedicated support

    For the IP Joint-Force System, each participating brand is assigned a dedicated online portal and Alibaba account manager to enhance collaboration, heighten transparency around IP enforcement efforts, and reinforce mutual understanding and trust. The system enables Alibaba to directly and efficiently seek information from rights holders regarding suspected counterfeit product listings.

    It also lets brands identify the authenticity of a product and easily notify Alibaba of any infringements. Alibaba will then initiate the Good Faith Takedown process and immediately remove the listing without subsequent correspondence with the brand.

    “The IP Joint-Force System is a revolutionary industry solution that will redefine how IP enforcement is conducted in the digital age – where brands and eCommerce marketplaces work collectively and strategically to combat counterfeiters,” says Alibaba Group head of global IP enforcement Matthew Bassiur.

    “This is one of several game-changing approaches Alibaba will be advancing to both simplify and greatly enhance our overall enforcement process.”

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  • Mars China teams with Alibaba

    Mars China teams with Alibaba

    Mars, best known for M&M’s and Snickers candy brands, has become the latest global consumer foods brand to partner with eCommerce giant Alibaba to grow its online presence in China.

    In a joint announcement, Mars China said all of its brands, which also include Dove chocolate and Pedigree and Royal Canin pet foods, will now be available to consumers through Alibaba’s online marketplaces Tmall.com and Rural Taobao. The Virginia-based company added it would leverage Alibaba’s marketing and data capabilities to drive engagement with those consumers, while using Alibaba’s logistics network to extend its reach in the Chinese market.

    Food and beverage giants Mondelēz International and Nestle struck similar agreements with Alibaba in recent months in a bid to expand their business in China. Both companies pointed to eCommerce as an important sales channel in the market given that Chinese consumers are the world’s most prolific online shoppers. And according to market intelligence firm Kantar Health, eCommerce sales of fast-moving consumer goods are growing in China, climbing 37 per cent last year versus 34 per cent in 2013-2014.

    Wrigley China VP and MD Cecilia Li noted the importance of eCommerce in the Mars China strategy as well, but also emphasised the role that shoppers under 35 are playing in the country’s consumer economy.

    “China’s younger generation is the new driving force of consumption,” she said, and “they rely on eCommerce.” Li called the agreement with Alibaba a “significant strategic partnership for Mars.”

    Many of Mars’ products are already selling on Tmall. Wrigley opened its flagship store in 2009, and others have since followed. But the company said that in addition to now having access to all of Mars China’s products, the new tie-up will give consumers a “convenient and international ‘one-stop’ shopping experience” via Alibaba’s platforms. That includes consumers in the rural countryside, whose rising spending power has drawn the attention of companies doing business in China.

    Alibaba will also partner with Mars’ Beijing-based Global Food Safety Center “to enhance food safety management, promote consumer education and share the latest scientific research findings with industry stakeholders.” Launched last year, the center conducts food safety research and training.

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