Mars realigns brands in Euro shake-up

Mars Confectionery has outlined details of its European marketing restructure, with different brands being led from different countries.

From now on, France will be the lead country for the Mars bar, along with Twix. Snickers is now led from Germany, M&M’s from Holland and Galaxy and Bounty from the UK.

It is likely Milky Way will be led from Germany. Nick Naylor, the European franchise manager with responsibility for the bar’s brand across Europe, walked out of Mars last week without a job to go to. Mars UK marketing director Angus Porter says Germany is the biggest market for Milky Way and so will probably become its lead country.

The restructure follows the appointment of two Europe-wide senior marketing people – Paul Jackson was appointed as brand portfolio director and Tom Jasinski was appointed brands communications director (MW August 8).

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