Mars Inc. wants disclaimer in store selling deep-fried Mars bars

Mars Inc. has written a letter to a fish-and-chips shop in Scotland that is famous for being the first to have the inspired idea of coating Mars bars in batter and deep-frying them.

The practice, it appears, is out of step with the candy-maker’s effort to promote good health.

It’s true! Read the story at foodanddrinkeurope.com and at the website of the newspaper The Scotsman, which first published the story.

The Scotsman writes that the proprietor of the Carron Fish Bar in Aberdeenshire received a letter from Mars’ senior regional trademark counsel for Europe saying that though the company was flattered that the Mars product is so well-loved by the shop, its references to Mars items may “mislead the public into thinking that your products are in some way associated with, or endorsed by Mars.

“We are also concerned that your products are not in line with our marketing code, through which we promote a healthy active lifestyle to consumers and treats in moderation. As you may know, we have recently reduced the saturated fat level in our Mars bar recipe. Deep frying our Mars bar product, of course, counters this significantly,” the letter continued.

The counsel requested that a disclaimer is placed at the bottom of menus: “Mars is a registered trade mark of Mars Incorporated. Our use of Mars is not authorised or endorsed by Mars Incorporated.”