...as mars launch low fat bar
Mars Inc, the maker of Snickers and Twix chocolate bars, will stop selling products with more than 250 calories in them by the end of next year, a spokeswoman said.
The Virginia-based company, which also makes M&Ms, Skittles and Juicy Fruit chewing gum, said the goal is part of an ongoing effort to improve the nutritional value of its products and to sell them in a responsible way.
The new calorie limit target means fans of the 540-calorie king-size Snickers bar might want to enjoy the big bar while they can. Come 2014, it will be gone, part of what Mars says is a broader push for responsible snacking.
In 2007, the privately held company said it would stop buying advertising time or space if more than a quarter of the audience was likely to be under 12 years old.
Mars has also said it will reduce sodium levels in all its products by 25pc before 2015.
Spokeswoman Marlene Machut said the plan to stop shipping any chocolate product that exceeded 250 calories per portion by the end of 2013 was part of Mars' "broad-based commitment to health and nutrition".
Mars is one of the world's leading food manufacturers.
In addition to sweets, it makes Uncle Ben's rice and Dove ice cream bars as well as Pedigree and Whiskas brand pet food.