Mars UK has improved the nutritional content of a number of its leading brands and is to highlight the move to consumers via a new Raising the Bar marketing campaign over the next few weeks.

Mars, Twix, Milky Way and Snickers will from now on no longer contain artificial colours, flavourings or preservatives and will feature GDAs clearly on pack. In addition, fun-size variants of Milky Way, Maltesers, Mars and Twix will contain no more than 100 calories.

“This campaign is just the first step in our plans to make positive, meaningful changes to our confectionery products and the way we do business,” said Fiona Dawson, managing director of Mars Snackfood. The campaign will comprise a number of consumer press adverts due to run from 9 September and will be the first time in the brand’s history multiple brands have been included in a single advert.