World Monitor Magazine WM_Energy 2017 - Page 68

Social responsibility Mars Marketing Code (MMC): Code of responsible marketing practices for confectionary industry company people involved from the company All associates of the company – 200 people category of the project Responsible marketing, consumer health and well-being Today 41 per cent of consumers prefer smaller portions when consuming food products, 65 per cent of have cut down on fats and sugar, and 43 per cent consider natural ingredients in their foods very important. The Mars Marketing Code aims to raise the awareness of consumer health and well-being, to trigger responsible consumption and portion size control and to set responsible advertising to children under 12 years old. portion sizes to match the raising consumer demand and printing nutrition quality information on the package. More importantly, we have limited advertising to children under 12 years old intentionally, refusing advertising to the amount of 39 million tenge. We do not use celebrities or licensed characters aimed at children and we have discontinued sales targeting children at primary schools and baby stores. We launched a program in Kazakhstan back in 2015, and since then we have rolled out trainings and workshops to Mars associates, distributors, partner agencies and retail. We have changed product recipes to decrease calories per portion, while introducing new product formats that present smaller At Mars, we are proud to be a leader of responsible marketing. The Mars Marketing Code plays a critical role in our Health and Well-being Strategy. It is an example of our proactive approach, to put consumers at the heart of everything we do! 66 world monitor