# Mars **Source:** https://geo.sig.ai/brands/mars **Vertical:** Consumer Food & Beverage **Subcategory:** Confectionery **Tier:** Leader **Website:** mars.com **Last Updated:** 2026-04-14 ## Summary Privately-held $47B food company producing M&M's, Snickers, Pedigree, and Royal Canin; family-owned since 1911 competing with Nestlé and Mondelez for confectionery and premium pet food. ## Company Overview Mars, Incorporated is one of the world's largest privately-held food companies — owned by the Mars family since its founding in 1911 — producing iconic global brands in confectionery (M&M's, Snickers, Milky Way, Twix, Skittles, Starburst, Wrigley gum), pet nutrition (Pedigree, Whiskas, Royal Canin, IAMS), and food products (Uncle Ben's/Ben's Original, Dolmio). Operating in 80+ countries with 140,000+ employees and approximately $47 billion in annual net sales (2023), Mars ranks among the top 10 largest private companies globally by revenue. Mars' private company structure gives it strategic flexibility unavailable to publicly traded confectionery competitors: the company can invest in long-term initiatives (pet care business building, sustainability programs, acquisitions) without quarterly earnings pressure. The Five Principles (Quality, Responsibility, Mutuality, Efficiency, Freedom) govern business decisions and have maintained family culture through decades of growth. The pet care segment (Royal Canin, Pedigree, IAMS, Whiskas) has become Mars' fastest-growing and most strategically significant division as pet humanization trends drive premium pet food spending. In 2025, Mars competes as a private confectionery giant against Nestlé (Kit Kat, Nespresso, Purina), Mondelez (Oreo, Cadbury, Milka), Hershey (NYSE: HSY), and in pet care against Nestlé Purina and Hill's Pet Nutrition (Colgate-Palmolive) for confectionery and premium pet food share. Cocoa price inflation hit record highs in 2024 due to West African supply disruption — affecting Mars' confectionery margins and forcing pricing adjustments across Snickers, M&M's, and other core SKUs. The $47B revenue Mars remains comfortable absorbing commodity pressure that smaller confectionery companies cannot. The 2025 strategy focuses on premium pet nutrition growth through Royal Canin's veterinary positioning, expanding Snickers and M&M's in high-growth markets (India, Southeast Asia), and sustainability commitments around cocoa sourcing and packaging reduction. ## Frequently Asked Questions ### What is Mars? Mars, Incorporated generated $50+ billion revenue in 2023 (estimated, privately held company doesn't disclose financials) operating as world's largest confectionery manufacturer (M&M's, Snickers, Milky Way, Twix, Dove, Skittles 14% global candy market share) and #2 pet care company (Pedigree, Whiskas, Royal Canin, Iams, Banfield vet hospitals, $23B+ pet segment) plus food brands (Uncle Ben's rice rebranded Ben's Original, Seeds of Change) owned 100% by Mars family descendants worth $160B+ collectively (Jacqueline Mars, John Mars, Marijke Mars among richest Americans). Founded 1911 by Frank C. Mars in Tacoma, Washington making butter cream candy in kitchen, son Forrest Mars Sr. ### When was Mars founded? Mars was founded in 1911 in Tacoma, Washington (Frank); Chicago (Mars Candies 1920s); McLean, Virginia (current HQ). founded 1911 when Frank Mars started candy-making in Tacoma kitchen. 1923 son Forrest suggested Milky Way (nougat-chocolate bar), massive success. 1930 father-son split: Forrest moved England with $50K and foreign rights, created Mars bar 1932 and acquired Pedigree pet food. Frank created Snickers 1930, died 1934. 1941 Forrest returned U.S., invented M&M's (Mars & Murrie) hard-shell chocolate for WWII soldiers. 1964 Forrest acquired Mars Inc., merged creating modern empire. Tyrannical management style built global dominance. Retired 1973, died 1999. $50B+ revenue 2023, 100% family-owned, $160B+ Mars family fortune. Candy: M&M's, Snickers (#1 global), Milky Way, Twix, Skittles, Dove (14% market share). Pet care: Pedigree, Whiskas, Royal Canin, Iams, Banfield vets ($23B segment, #2 globally). Food: Ben's Original (Uncle Ben's rebrand). Vertical integration (cocoa farms to factories). Obsessive privacy (no press, no photos). Fourth generation Jacqueline/John stepped back 2016. Professional CEO Poul Weihrauch 2022. Health trends, sustainability criticism, succession dysfunction. ### What are Mars's major milestones? Mars has achieved significant milestones throughout its history. In 1911, Frank Mars Starts Candy Business: Tacoma kitchen. Butter cream candies. Polio-disabled founder. Mother taught candy-making. In 1923, Milky Way Bar Created: Forrest suggests nougat-chocolate bar. $800K sales 1924. Mars Candies moves Chicago. Success. In 1930, Snickers Invented, Forrest Leaves: Frank creates Snickers (named after horse). Forrest demands ownership, rejected, moves England with $50K. In 1932, Forrest Creates Mars Bar in UK: Nougat-caramel-chocolate. UK's #1 seller. Acquires Chappie pet food (Pedigree). Independent empire. In 1934, Frank Mars Dies: Founder passes age 50. Second wife inherits. Forrest gets nothing. Estrangement complete. These milestones represent the company's evolution and growth in its industry. ### What is Mars's mission? Mars's mission is to To create products and services that improve the lives of people and their pets while building a sustainable business that benefits all stakeholders and the planet. ### Who founded Mars? Mars was founded by Frank C. Mars and Forrest Mars Sr.. Frank Clarence Mars (1883-1934), born Minnesota with polio limiting mobility, learned candy-making from mother as child. 1911 opened small candy business Tacoma, Washington making butter cream candies in home kitchen. Struggled financially, moved to Minneapolis 1920. Son Forrest Mars Sr. (1904-1999), estranged from father (parents divorced), rejoined business 1923 suggesting nougat-and-chocolate bar inspired by malted milkshake. Frank created Milky Way 1923 (massive success, $800K sales by 1924). Company moved Chicago, became Mars Candies. 1930 Forrest demanded one-third ownership and foreign rights; Frank refused. Forrest left for England with $50K and Milky Way foreign rights, creating Mars bar 1932 (nougat-caramel-chocolate, UK's #1 seller) and acquiring British pet food company Chappie (Pedigree brand). Meanwhile Frank created Snickers 1930 (named after family horse), 3 Musketeers 1932. Frank died 1934 age 50; Forrest inherited nothing (father's second wife controlled estate). Forrest built European/pet food empire independently. 1941 Forrest returned to U.S., partnered with Bruce Murrie (Hershey executive's son) creating M&M's (Mars & Murrie) with hard candy shell preventing melting (sold to soldiers in WWII). 1964 Forrest finally acquired Mars Inc. from stepmother's estate, merging with his businesses creating modern Mars, Incorporated. Forrest's tyrannical management (perfectionist, workaholic, screamed at executives, no air conditioning in offices to keep employees alert) built empire before retiring 1973. Died 1999 age 95. Three children (Forrest Jr., John, Jacqueline) inherited equal stakes; fourth generation runs company today. ### What are Mars's biggest revenue-generating brands? Mars's largest revenue brands span confectionery and pet care: M&M's, Snickers, Twix, Milky Way, and Skittles are among the world's best-selling candy brands, while in pet care, Pedigree (dog food), Whiskas (cat food), Royal Canin (premium veterinary nutrition), and IAMS contribute the majority of Mars Petcare's $22+ billion in annual revenue. The Wrigley gum and mint division (Extra, Orbit, Doublemint, Altoids) adds another significant revenue stream. Mars's private ownership means exact brand-level revenue figures are not disclosed, but the company generates approximately $47 billion in total annual net sales. ### Why is Mars structured as a private company? Mars, Incorporated has remained privately held since its founding in 1911 by Frank C. Mars, with the Mars family (the descendants of Frank Mars and his son Forrest Mars Sr.) maintaining full ownership and control across generations. Private ownership allows Mars to invest on multi-decade time horizons — building the Petcare veterinary hospital network, funding long-term sustainability programs, and making large acquisitions (Kellanova for $36 billion in 2024) — without the quarterly earnings pressure that governs publicly traded consumer goods companies. The family's philosophy of the 'Five Principles' (Quality, Responsibility, Mutuality, Efficiency, Freedom) guides management decisions alongside financial objectives. ### What was Mars's acquisition of Kellanova and why did it matter? Mars announced the acquisition of Kellanova (formerly part of Kellogg's) in August 2024 for approximately $36 billion in cash — one of the largest food and beverage acquisitions in history. Kellanova's portfolio includes Pringles, Cheez-It, Pop-Tarts, RXBAR, and MorningStar Farms, giving Mars a massive expansion into savory snacking that complements its existing confectionery and pet care businesses. The deal transformed Mars into one of the largest food companies in the world by revenue, combining the Mars confectionery portfolio with Kellanova's global snack brands to create a more diversified consumer goods platform. ## Tags b2c, manufacturing, global, fortune500 --- *Data from geo.sig.ai Brand Intelligence Database. Updated 2026-04-14.*