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Mars relaunches Galaxy Brand

The Mainland Products Limited company was founded in 1954 by Peter McConnon.^[1] It grew rapidly, encompassing fresh and processed milk, cheese (with which the company's name is most associated today) as well as ice cream (Tip Top), processed meats (Kiwi Huttons) and other consumer foods. The then Kiwi Co-operative Dairy Company acquired 83% of the business, with the balance being acquired by Fonterra in 2002 (by which time Kiwi had become part of Fonterra).

In 2005, Fonterra sold most of the business formerly part of Mainland to Rank Group Limited ^[2] but it retained all of the cheese assets. Mainland cheese now comes under Fonterra Brands. The balance of the former Mainland company is now part of Goodman Fielder.

Mars, Incorporated is a worldwide manufacturer of confectionery, pet food and other food products with US$21 billion in annual sales in 2008. Headquartered in McLean, Virginia, USA, the company is entirely owned by the Mars family, making it one of the largest privately owned U.S. corporations. Most of its activities in the U.S. are based in Hackettstown, New Jersey, with the Uncle Ben's and the pet food business at the plant in Vernon, California.

The European Division, is headquartered in Brussels, Belgium, and was known as Masterfoods Europe until the end of 2007. The name Masterfoods originally came from a food business founded by the Lewis family in 1949 in Australia, and acquired by Mars in 1967.

The company announced at the end of 2007 that all business units were adopting the name Mars. Masterfoods ceased to be a business name but continues as the brand name of food products in Australia.

Mars is most famous for its eponymous Mars Bar, as well as other confectionery such as Milky Way, M&M's, Twix, Skittles and Snickers. They also produce non-confectionery snacks (including Combos) and other foods (including Uncle Ben's and British Pasta Sauce Brand Dolmio) as well as pet foods (such as Whiskas, Chappy and Pedigree brands). Mars' purchase of Doane Petcare Company in June 2006 significantly increased its position in the U.S. dry pet food category. In addition to these businesses, Mars also operates a chain of premium chocolate shops across the country called Ethel's. These shops are an outgrowth of the Ethel M premium chocolate business that Forrest Mars started in Las Vegas in 1980 when he became bored with retirement.^[2]

On April 28, 2008, Mars, Incorporated, together with Berkshire Hathaway Incorporated announced the buyout of Wm. Wrigley Jr. Company, the world's largest chewing gum producer, for $23 billion in an all cash deal. The two companies together are expected to generate sales in excess of $27 billion and unseat Cadbury as the world's largest confectioner.

The Milky Way bar was created in 1923 by Frank C. Mars and was the first filled chocolate bar. Its taste was inspired by the chocolate-malt milkshake that was popular at the time.^[1]

On March 10, 1925, the Milky Way trademark was registered in the US, claiming a first-use date of 1922.^[2] In 1926, the Milky Way bar was introduced nationally in two flavors, chocolate and vanilla, each for a nickel. In June 1932, the Milky Way bar was sold as a two piece bar, but just four years later, in 1936, the chocolate and vanilla flavors forever parted.

The vanilla Milky Way bar, which was covered in dark chocolate rather than milk chocolate, was renamed the Forever Yours bar. The Forever Yours bar remained available until 1979 when it was discontinued. Due to popular demand, the Forever Yours bar returned in 1989 renamed as the Milky Way Dark bar. In 2000, it was renamed again, creating the now-popular Milky Way Midnight bar.