Masterfoods to rebrand itself as Mars

by Eric Schroeder
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MCLEAN, VA. — Mars Inc. late last week said it will unify its regional corporate brands under the single corporate brand name, Mars. By the end of 2007, with a few exceptions, all of the company’s units operating in more than 65 countries will be referred to as Mars. The company currently is known as Masterfoods USA in most markets.

"A single corporate brand name will consolidate and leverage the credibility and goodwill that Mars has earned world-wide through its famous product brands," said Paul S. Michaels, global president. "By introducing a unified corporate brand name, Mars, we will reduce complexity, provide one point of reference and build greater awareness for our business."

Headquartered in McLean, Mars operates in more than 65 countries and employs more than 40,000 associates worldwide. The company’s global sales are approximately $21 billion annually.

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