New MILKY WAY(R) Brand Simply Caramel Offers Caramel-Crazed Consumers a Smooth New Taste

Nougat-Free Version of the Classic MILKY WAY(R) Hits Caramel Fans With More of What They Love

Jun 10, 2010, 08:00 ET from Mars Chocolate North America

HACKETTSTOWN, N.J., June 10 /PRNewswire/ -- Caramel lovers rejoice. Mars Chocolate North America announced today the nationwide availability of the MILKY WAY® Brand Simply Caramel Bar, a new total caramel experience, which provides caramel fanatics with more of what they crave about MILKY WAY® Bar: the brand's famous rich, creamy caramel.

The indulgent MILKY WAY® Brand Simply Caramel Bar, a decadent blend of MILKY WAY® Bar's pure, smooth caramel covered completely in Mars' real milk chocolate, is now available at stores throughout the country, including club, convenience, grocery and drug stores; and mass, specialty and value retailers.

"The MILKY WAY® Brand Simply Caramel Bar is a delicious addition to our MILKY WAY® Brand family that really makes the caramel the star," said Debra A. Sandler, chief consumer officer for Mars Chocolate North America. "Our new Simply Caramel Bar celebrates consumers' love for the MILKY WAY® Bar and their love for rich, luscious caramel, to provide the ultimate smooth and creamy snacking experience."

A Sweet and Caramel-Focused History

For more than 85 years, MILKY WAY® Brand has had a sweet history. Created in 1923 in the kitchen of Frank Mars, the original MILKY WAY® Bar introduced the world to its now famous combination of milk chocolate, nougat and caramel. The first ever "filled" candy bar, the MILKY WAY® Bar sold for a nickel in 1923. The smooth and delicious caramel found in MILKY WAY® Bars comes from a mixture of milk, sugar and a few other secret ingredients.

The original MILKY WAY® Bar was named after a famed malted milk drink of the day and designed to replicate the taste of malted milk shakes, which were the rage during the 1920s. As times changed and soda shops declined in popularity, the MILKY WAY® Bar has stood the test of time and is a true American classic.

About Mars Chocolate North America:

Mars Chocolate North America is the North American chocolate operations of Mars, Incorporated.  Mars, Incorporated is a private, family-owned company founded in 1911 and employing more than 65,000 associates at over 230 sites, including 135 factories, in 68 countries worldwide. Headquartered in McLean, Virginia, U.S.A., Mars, Incorporated is one of the world's largest food companies, generating global revenues of more than $28 billion annually and operating in six business segments: Chocolate, Petcare, Wrigley Gum and Confections, Food, Drinks, and Symbioscience.  These segments produce some of the world's leading brands: Chocolate – M&M'S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY® and TWIX®; Petcare – PEDIGREE®, WHISKAS®, SHEBA®, CESAR® and ROYAL CANIN®; Wrigley – ORBIT®, EXTRA®, STARBURST®, DOUBLEMINT® and SKITTLES®; Food – UNCLE BEN'S®, DOLMIO®, EBLY®, MASTERFOODS® and SEEDS OF CHANGE®; Drinks – KLIX® and FLAVIA®; Symbioscience – WISDOM PANEL™, SERAMIS®, CIRKUHEALTH™ and COCOAPRO®.

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SOURCE Mars Chocolate North America