Mars is not just a chocolate company.
It’s a privately-owned powerhouse that quietly dominates everything from candy and pet food to nutrition science and sustainability.
Let’s explore Mars' sweet and strategic journey across five defining chapters.
CHAPTER 1: Humble Beginnings – The Birth of Milky Way (1911–1930s)
“The first bite of success came from a kitchen.”
In 1911, Frank C. Mars began making hand-dipped chocolates in his Tacoma kitchen.
His son, Forrest Mars Sr., would later turn this small family venture into a global powerhouse.
- 1923: Launch of the Milky Way bar – a chocolate bar inspired by malted milkshakes
- 1930: Snickers is born, marketed as a high-energy, protein-packed snack
- The brand focused not only on taste, but on market positioning and value
“Mars wasn’t just about sweetness — it was about strategy.”
CHAPTER 2: War & Innovation – The M&M’s Revolution (1940s)
“A candy that didn’t melt in your hand – just in your mouth.”
During WWII, Forrest Mars developed M&M’s as a heat-resistant chocolate for American soldiers.
The sugar coating kept the chocolate intact — a simple innovation with massive impact.
- 1941: M&M’s introduced exclusively for the military
- Post-war: M&M’s become a national hit
- Legendary slogan: "Melts in your mouth, not in your hand."
“What started as a military ration became a global phenomenon.”
CHAPTER 3: Scaling Up – The Quiet Food Empire (1950s–1990s)
“Mars was everywhere — even if you didn’t notice.”
In the second half of the 20th century, Mars aggressively expanded beyond candy.
- Pet food: Pedigree, Whiskas
- Rice and meals: Uncle Ben’s (now Ben’s Original)
- Snacks: Twix, Mars Bar, Skittles
- Maintained 100% family ownership and avoided public listing
Mars built a silent empire, generating billions in revenue without media hype.
“Mars didn’t need to be loud. Its brands spoke for themselves.”
CHAPTER 4: A Shift Toward Ethics & Sustainability (2000s–2010s)
“With great scale comes great responsibility.”
Facing industry criticism around sourcing and labor, Mars began a transformation into a more ethical enterprise.
- Tackled child labor in cocoa supply chains
- Launched the Sustainability in a Generation plan
→ Goals for carbon reduction, ethical sourcing, and eco-packaging - Reframed employees as “Associates” to promote inclusion and well-being
“Real leadership means owning your impact — and fixing it.”
CHAPTER 5: The Future of Food – Tech, Health, and Purpose (2020s–Now)
“Mars is no longer just about candy. It’s about quality of life.”
In recent years, Mars has invested heavily in food tech, wellness, and pet care innovation.
- Mars Edge: Precision nutrition for human health
- Mars Petcare: AI and DNA-based health services for pets
- Focus on plant-based, low-sugar, and functional snacks
- Expanded into sustainable agriculture, biotech, and health science
Mars now combines delicious legacy with tech-forward, purpose-driven innovation.
“Mars doesn’t just make what you eat. It shapes how you live.”
FINAL THOUGHT: Why Mars Is the Quiet Giant
- Began as a family kitchen project
- Built iconic products like M&M’s, Snickers, and Skittles
- Expanded into pet food, meals, and global snacking
- Embraced ethical reform and long-term sustainability
- Now pioneers in food tech, health, and future nutrition
“You may not see Mars. But Mars is in your pantry, your pet's bowl, and your future.”