Mars endorses limitation on added sugars

8 May 2015  •  Author(s): Victoria White

Mars, Incorporated is supporting two important recommendations designed to help consumers limit their intake of added sugars and achieve healthier, more balanced diets.


The Company has endorsed a recommendation by the world’s leading health authorities—including the World Health Organization (WHO), the US Dietary Guidelines Advisory Committee, and the UK Scientific Advisory Committee on Nutrition—that people should limit their intake of added sugars to no more than 10% of total calorie intake.

Mars has signalled its support to include an added sugars declaration on all food packaging

Additionally, in comments provided to the US Dietary Guidelines Committee, Mars has signalled its support for a new US Government proposal to include an ‘added sugars’ declaration in the Nutrition Facts panel on all food packaging. The Company’s comments to the sugar daily value and added sugars declaration proposal can be viewed at

So called ‘added sugars’ are sugars and syrups added to foods to improve sweetness, structure, texture, and shelf-life. These are distinct from sugars that are ‘intrinsic’ to foods, such as lactose in dairy, or fructose and glucose in bananas.

Mars supports the recommendation that consumers limit intake of added sugars to 10% of daily calorie intake

“We want people to enjoy Mars brands as part of a well-balanced diet,” said Dave Crean, Global Head of Research & Development at Mars, Incorporated. “With this in mind, we support the recommendation of global health experts that consumers limit their intake of added sugars to 10% of their calorie intake. In the US, we have a further opportunity to help people achieve their dietary goals by supporting the government’s proposal to include added sugars in the Nutrition Facts panel. It just makes good sense.”

Mars’ commitment to help reduce intake of added sugars to less than 10% of total calorie intake, and support for the new transparent labelling proposal, build on steps the Company has taken over time to help consumers achieve their nutritional goals.

At the moment, Mars:

  • Includes Guideline Daily Amount (GDA) labelling on all chocolate, food and sugar confectionery products
  • Limits its confectionery products to no more than 250 kcal per serving
  • Offers a wide array of sugar-free and low-sugar Wrigley gum products
  • Has reformulated products to eliminate trans fatty acids
  • Has reduced salt and saturated fats in its product portfolio
  • Adheres to a strict Marketing Code that does not allow marketing communications to children under 12 for food, chocolate, confections and gum products

Going forward, Mars has stated that it will:

  • Support new labelling approaches (on pack and digital), where such approaches are supported by a coalition of science and nutrition experts, regulators, retailers, industry leaders, and NGOs
  • Increase the number of  chocolate confections below 200 kcal per pack
  • Continue our efforts to improve the nutritional composition of our product portfolio
  • Promote the oral health benefits of sugar-free gum

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