Mars's Slogans & Taglines

Mars, Incorporated is an American multinational manufacturer that has grown from a humble kitchen in Newark, New Jersey, into one of the world's largest privately held food empires. Founded by Frank Mars in 1911, the company began as a small candy operation and evolved through generations of family stewardship into a global powerhouse spanning confectionery, pet food, human food, and animal care services. Its iconic brands—including M&M's, Snickers, Milky Way, Skittles, Twix, and 3 Musketeers in confectionery, alongside Pedigree, Whiskas, and Royal Canin in pet care—have become staples in households across more than 100 countries. The company's philosophy is anchored by its legendary Five Principles: Quality, Responsibility, Mutuality, Efficiency, and Freedom. The quality principle declares, "The consumer is our boss, quality is our work, and value for money is our goal," a promise that has guided every innovation from the 1923 Milky Way breakthrough to the 2008 acquisition of Wrigley. With over a century of family-driven stewardship, Mars remains a symbol of American entrepreneurial resilience, principled business, and the enduring belief that great food and care can nourish billions of lives worldwide.