A Magical Mix of Milk Chocolate, Nougat and Caramel Marks Milestone with Cross-Country Celebration HACKETTSTOWN, N.J., July 17
HACKETTSTOWN, N.J., July 17 /PRNewswire/ -- Mars Snackfood US announced
today the celebration of the 85th Anniversary of MILKY WAY(R), the first ever
"filled" candy bar in the USA. Created in 1923 in the kitchen of Frank Mars,
the original MILKY WAY(R) bar -- a now comforting combination of milk
chocolate, nougat and caramel -- sold for a nickel and was an overnight
success for Mars. Designed to replicate the taste of malted milk shakes, which
were the rage of the roaring '20s, MILKY WAY(R) was named after a famed malted
milk drink of the day -- not the Earth's galaxy, as many contend. Today the
MILKY WAY bar can be found nationwide in all retail outlets.
"While MILKY WAY(R) boasts an out-of-this-world taste, it's true that the
original bar was named after malted milk shakes," said Michele Kessler, vice
president, marketing, Mars Snackfood US. "In fact, the brand's first tagline
was A Chocolate Malted Milk in a Candy Bar." While America's tastes changed
and soda shops declined in popularity, the MILKY WAY(R) bar remained a
favorite of candy lovers nationwide. "MILKY WAY(R) truly is one of America's
most iconic candy bars," Kessler added. "The brand's classic combination of
milk chocolate, nougat and caramel remains as beloved now as it was more than
eight and half decades ago."
MILKY WAY(R) Takes the Anniversary on the Road - Marketing Activity
To help celebrate the Milky Way brand's 85th Anniversary, a refurbished
1970's era station wagon will be cruising the country this summer on the MILKY
WAY(R) Road trip, bringing Country Karaoke, family photos and product sampling
to fairs and festivals across the USA. Scheduled stops for the MILKY WAY(R)
Road Trip include stops at classic American summer events such as the Taste of
Cincinnati, the Hometown Milwaukee 4th of July parade, and the Brickyard
Classic in Indianapolis.
In addition, MILKY WAY(R) is sponsoring the Great American Country Tour
Bus as it crosses America, stopping at concerts and popular music festivals.
Now in its third year, the GAC Tour Bus will stop at some of the biggest
country music events of the summer during its 27,000-mile trek across
25 states. Music fans can sample MILKY WAY(R) products while enjoying music by
their favorite country artists.
An Anniversary Worth Celebrating - Milky Way Brand Portfolio
MILKY WAY(R) started its candy life as part of a chocolate pair -- the
original MILKY WAY(R) bars came in both the chocolate flavor consumers know
and love and a less known, but equally loved, vanilla flavor.
MILKY WAY(R)'s vanilla sibling has had a long and storied history. After
13 years as a pair, the vanilla version was renamed FOREVER YOURS(R) and sold
under that name until 1979. Responding to popular demand, MILKY WAY(R)
reintroduced a vanilla and bittersweet candy bar under the name MILKY WAY(R)
Dark Bar (renamed MILKY WAY(R) Midnight Bar in 2000).
Today, there are three flavors of MILKY WAY(R) bars: the original MILKY
WAY(R) Bar, MILKY WAY(R) Brand Milk Chocolate Covered Caramels, and MILKY WAY
MIDNIGHT(R) Bar. These flavors are available in regular bars, FUN SIZE(R),
2 To Go and Minis. Regular 2-ounce MILKY WAY(R) Bars retail for $.75. For more
information, please visit http://www.milkywaybar.com.
About Mars Snackfood US:
Mars Snackfood US is the United States snack operations of Mars North
America. With more than $7 billion in annual sales in the United States, Mars
North America includes food, snack and pet care segments, which are a symbol
of excellence for quality brands. Headquartered in Mount Olive, N.J., Mars
North America employs more than 12,000 associates in the United States, with
54 facilities nationwide. Mars Snackfood US, headquartered in Hackettstown,
N.J., includes some of the world's favorite brands such as DOVE(R) Brand
Chocolate, M&M'S(R) Brand, MILKY WAY(R) Brand, SKITTLES(R) Brand, SNICKERS(R)
Brand, STARBURST(R) Brand, 3 MUSKETEERS(R) Brand, TWIX(R) Brand and more.
Additional popular brands in the petcare and food segments for Mars North
America include UNCLE BEN'S(R) Brand, PEDIGREE(R) Brand Food for Dogs, and
WHISKAS(R) Brand Food for Cats. Please visit http://www.mars.com.
SOURCE Mars Snackfood US
