The confectionery giant has taken out ads in today's newspapers featuring a letter from Fiona Dawson, managing director of Mars UK, admitting the company had "made a mistake" by introducing animal products to Mars and Snickers, and that consumers should be able to "choose freely" from its product range.
However, there are at present no plans to make sister products Twix, Bounty, Topic, Milky Way and Celebrations suitable for vegetarians.
Dawson stated: "Mars UK will ensure that a selection of your favourite brands such as Mars and Snickers bars, Galaxy and Maltesers will be suitable for vegetarians in the near future. To this effect we are starting to change our manufacturing process today."
Mars UK introduced non-vegetarian whey to Mars and Snickers bars at the beginning of the month, provoking major criticism from vegetarian groups in the press. The company has ruled out recalling Mars and Snickers, and admits it does not know when it will be safe for vegetarians to eat the products again.
In the week following Mars UK's decision to replace vegetarian whey with a type derived from the linings of calf's stomachs, the company received more than 6,000 calls to its switchboard complaining about the measures.
Mars UK denied that introducing animal products to Mars and Snickers has had an adverse effect on sales, and said reversing its decision was made after "getting feedback from people who love our product".
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