Mars exec weighs global and local strategies
Shoppers now weigh price, nutrition, speed, sustainability, and taste in the few seconds they spend scanning supermarket shelves. That split-second decision has become more complex as inflation, health trends, and scrutiny of ultra-processed foods change expectations for meals.
The UK food-to-go market is projected to reach £26 billion by 2028. The ready-to-eat meal sector was valued at £12.45bn in 2024. For Mars Food & Nutrition, the London-based division of the global manufacturer behind Ben’s Original, Dolmio, and Tasty Bite, these figures highlight both opportunity and difficulty.
Taste remains key, but convenience and health are gaining importance
Emma Reynolds, Mars Food & Nutrition’s global VP of corporate affairs and sustainability, states that taste continues to drive consumer choices. Convenience, however, has grown almost as significant. Busy schedules push people toward meals that require little preparation or are ready immediately. Demand for globally inspired flavors also exists, though preferences differ across regions.
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Health concerns are increasing. A survey revealed 72% of Americans aim to avoid ultra-processed foods. Mars reduced sodium by 5% across its product range in 2024, following World Health Organization guidelines. It also introduced Ben’s Original into the ready-to-eat market with microwaveable lunch bowls for time-strapped consumers.
Technology now plays a role in product development. For the new Street Food range, algorithms examined sauce ratios, color, texture, and even noodle length. Data determined the ideal size to be 15 centimeters.
Combining global reach with local flexibility
Mars’ acquisition of the healthy food brand Kevin’s Natural Foods reflects its focus on strategic growth segments. The deal considered product alignment and the brand’s responsiveness to consumer trends.
This balance between global strategy and local execution shapes Mars’ operations. The company’s five principles—quality, responsibility, mutuality, efficiency, and freedom—guide decisions worldwide. Yet consumer needs vary by region. Familiarity with global cuisines, for instance, influences how products launch in new markets.
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Many multinationals face this challenge. Excessive centralization can limit innovation, while too much local control may reduce efficiency. Reynolds describes the goal as finding the right equilibrium.
The company’s family-owned structure allows a longer-term perspective than publicly traded rivals. This outlook drives initiatives like promoting climate-smart farming among rice growers to reduce environmental impact and secure supply chains.
Mars must not only meet current consumer demands but also predict future preferences. Doing so at scale is essential to making a meaningful impact.
