Mars has sought to distance itself from the deep-fried version of the chocolate bar invented by a fish and chip shop in Scotland.
It has written to the Carron Fish Bar asking it to put a disclaimer on menus saying that deep frying the bar “is not authorised or endorsed by Mars Incorporated”.
The letter explained the cooking method was not in line with its marketing code which promotes “a healthy active lifestyle”.
“We are concerned that the use and reference to our Mars brand and products may mislead the public into thinking that your products are in some way associated, or endorsed by Mars, when this is not the case,” it said.
Mars’ attention was drawn to the chip shop following reports that it was considering an application for EU protected geographical status. The shop has since scrapped the plans.
“Should an application be filed, unfortunately, we wouldn’t be able to support it as deep-frying one of our products would go against our commitment to promoting healthy, active lifestyles,” it explained.
Mars has taken a leading role in the Department of Health’s Responsibility Deal. Earlier this year, it pledged to cap the calories of its chocolate products to 250 calories per portion by the end of 2013.