MASTERFOODS (MARS, INC.) EUROPE Embraces CIAA Recommendation to Display Health and Nutritional Consumer Information on Front of Packaging

Brussels (ots) - In a move to underline its commitment to health
and nutrition, MASTERFOODS Western and Central Europe (Mars, Inc.)
has announced that it will commit to additional on-pack labelling
designed to give consumers across Europe helpful, meaningful and
consistent nutritional information.

MASTERFOODS will voluntarily commit to displaying the number of
calories (energy) per serving on the front of packaging of their
branded products, along with the percentage which these calories
represent as a proportion of the total recommended daily calorie
consumption (Guideline Daily Amount - or GDA). Research has shown
that the majority of consumers want information at a glance about the
calorie and energy content of their food and drinks, in order to help
them balance their energy intake and usage.

In addition, MASTERFOODS will extend the nutritional labelling on
the reverse of the packaging through the inclusion of:

- On-pack information on 8 nutrients (energy, protein,
carbohydrates, sugars, fat, saturated fat, fibre and
sodium/salt) where space allows. Where this is not the case,
there will be information on 4 nutrients (energy, carbohydrates,
fat and protein), or consumers will be directed to alternative
sources of information (e.g. websites, leaflets, help-lines,
etc.);

- Nutritional information on these nutrients per portion or per
serving in addition to nutritional information per 100g or
100ml;

- GDAs for adults in respect of energy and the four nutrients of
apparent public health concern (fat, saturated fat, sugars,
sodium).

The inclusion of GDAs will provide consumers with a science-based,
non-discriminatory and easy-to-use system. This will facilitate
informed dietary choices, especially for those who shop in a hurry.

"This initiative is an expression of MASTERFOODS' commitment to
giving consumers information which is meaningful and enables them to
make informed and balanced purchasing decisions", said Pierre
Laubies, CEO MASTERFOODS Western Europe. "Nutritional information can
be difficult to understand and we believe that this new approach will
genuinely be effective in communicating complex messages in a
user-friendly way."

MASTERFOODS' initiative endorses the industry-wide scheme which
was recommended by the European Food and Drink Industry Association
(CIAA) to the EU Platform for Action on Diet, Physical Activity and
Health, and which is being implemented by a number of leading food
and drinks companies.

In the late nineties, MASTERFOODS began a process whereby
trans-fatty acids would be reduced by 90% to below 0.5g / portion in
all Food and Snackfood products. This target was achieved several
years ago. Since 2004, MASTERFOODS has informed consumers about the 8
major nutrients (or 4 where space has not allowed), by amount per
portion and per 100g/ 100ml. More recently, MASTERFOODS has taken
major steps in the reformulation of its products, such as reducing
levels of salt in all Dolmio and Uncle Ben's sauces and soups and
encouraging reduced portion sizes through the introduction of
sharable and bite-size products. Other initiatives include voluntary
internal codes of practice, which address the responsible marketing
and advertising of foods, and programmes which promote exercise and
sport and encourage people to lead more active, healthier lives.
MASTERFOODS has also pioneered a well-respected vending programme
called 'Smart Choice', which is leading its entire vending business
throughout Europe.

MASTERFOODS plans to start implementing its nutritional
information initiative in 2007 and will roll it out over the next
three years. MASTERFOODS hopes that the move will encourage other
companies across Europe to adopt the initiative and promotes
consistent nutritional labelling and information for consumers across
the industry.

A privately-held company, Mars, Incorporated produces some of the
world's leading confectionery, food, pet food, health and beverage
brands, and operates in more than 65 countries. Headquartered in
McLean, Virginia, Mars, Inc. employs more than 40,000 associates
worldwide with 100 manufacturing facilities globally. The company
owns some of the world's favourite brands including Mars®, M&M'S®,
SNICKERS®, UNCLE BEN'S®, PEDIGREE® Brand Food for Dogs and WHISKAS®
and SHEBA® Brand Food for Cats. The company's global sales
approximate USD 19bn. annually.

Originaltext: MASTERFOODS (MARS, INC.) EUROPE
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Roland Klein, roland.klein@cnc-communications.com / +44 (0)7776 162
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