Mars Food Pledge: Core Principles

Mars is proud of its products, which have brought enjoyment and pleasure to consumers of all ages for many years. Mars, as a responsible and family-friendly marketer, supports the Children's Food and Beverage Advertising Initiative (CFBAI). Confectionery and snack foods are treats that can be enjoyed by the whole family, but should be consumed only in moderation as part of an overall balanced and healthy diet and active lifestyle. We will continue to advertise our traditional confectionery and snack food products and brands in venues suitable for families, and respect the important role of parents as gatekeepers of the products that children under 12 consume.

Our intent is to focus our marketing communications for our traditional candy and snack food products to those over 12. We have ceased all advertising in third party venues primarily directed to children under 12. Company websites featuring traditional confectionery and snack products have always been intended primarily for those over 12, but we have eliminated several online games developed for kids under 12 at Company websites featuring traditional confectionery or snack food products. Mars will also voluntarily include healthy lifestyle messaging in addition to nutrition information at its traditional confectionery and snack websites.

Mars is hard at work developing new products that will provide nutritional benefits to consumers. Media plans for our "Better for You" products are still being formulated, and we will update the CFBAI as plans evolve. Reflecting our commitment to respect the important role of parents, marketing communications for our "Better for You" products that include the child audience, if any, will be aimed at children 9 and older after September 30, 2007, as well as to adults and teens.

Mars is pleased to work with the CFBAI in promoting responsible self-regulation of food advertising. Mars associates, as well as its advertising, marketing, media buying and other agencies, have been instructed to comply with these policies.

Our Standards for "Better for You" Foods

The CFBAI pledge program is designed to further the goal of promoting healthy dietary lifestyles and choices for children within the framework of each participating company's product portfolio. Our "Better For You" snack products will meet the following criteria:

Per serving the product will contain no more than 150 calories (which is approximately 10 % of total calories for a sedentary individual in the 9 - 12 year old age group), less than or equal to 2 grams of cholesterol-raising fat, no more than 0.5 grams trans fat per serving and no more than 35% sugar, AND meet one or more of the following nutritional criteria:

• ½ serving of vegetable, fruit, whole grain or low fat dairy, OR
• A 25% reduction in total fat, sodium or sugar (consistent with what is required for a "Reduced" claim according to FDA regulations), OR
• An excellent source (20% DV) of a nutrient shortfall of one or more nutrients for which the identified child population ages 9 - 12 is deficient (e.g., Vitamins E, K, Mg, Ca, Fiber).

Contributing to servings of fruit, vegetable or whole grain as well as reducing the amount of fat, sugar, sodium and trans fats in the diet are all consistent with the 2005 U.S. Dietary Guidelines. In addition, the specific nutrients chosen for possible fortification are consistent with the nutritional shortfalls of children as identified by expert panels convened by the Food and Nutrition Board of the Institute of Medicine (IOM). In developing our Company standard, we relied on our internal nutrition and health experts, and consulted with independent nutrition experts.