Masterfoods US returns to Mars

Masterfoods has said that it is reviewing its corporate branding strategy changing the name return to Mars because of ongoing confusion over the company’s identity. Five years ago, Mars changed its corporate name to Masterfoods North America and began centralizing its three top divisions confectionary, savoury meals and pet care. It s now dumping the Masterfoods name and once again decentralizing its divisions.
By creating an umbrella corporate identity it was thought that the diverse businesses would be united, maximising selling opportunities. However, it seems that this strategy has experienced limited success.
With continued confusion from retailers and consumers regarding the relationship between Pedigree Masterfoods and Mars, the company said that it is “in the early stages of reviewing its corporate branding strategy”.