Sweet expansion for confectionary giant

AS a brand , Mars needs no introduction - it has been a trusted name for chocolate consumers in over 75 countries. Marking its establishment in the region in 1993, the company's Middle unit has catered well to the taste preferences of the local consumers. In May, Mars GCC opened a second $40- million facility. "We are pleased that consumer demand in the Middle East has and continues to generate opportunities for stable long term growth. This has led to the investment of more than $100 million in our manufacturing unit since 1998. We are committed to strenghthening our position as the leading chocolate manufacturer in the Middle East and our increased presence in GCC will help us achieve this growth by supporting consumer and customer needs in the region," Ahmed Bayoumi, Mars GCC general manager, said at the official opening of the 6,000sgm chocolate bar plant. Mars GCC has been experiencing double-digit growth year-on-year since the beginning of the decade and posted net sales of over $450 million in 2009. Today, the candy company employs around 250 associates and is proud to locally produce 'Galaxy', a preferred chocolate brand in the region. Mr Bayoumi shared the direction that Mars is taking to meet consumer needs. Which specific products are being manufactured in the new Mars GCC factory? The new factory production lines at Mars GCC will manufacture Snickers and Mars chocolate bars. We will also continue to manufacture the complete range of Galaxy products, including 'Galaxy Jewels', in our existing moulding line factory. The new chocolate bars factory will initially produce Mars & Snickers products to meet the growing demand and will contribute to further strengthening our position in the region. Which countries hold the maximum potential for Mars products within the region? The entire Gulf region offers a lot of potential for the entire range of Mars products, but in particular Saudi Arabia is Mars biggest market followed by United Arab Emirates. The new plant is part of Mars' plans to boost its sales across the Middle East and Africa from $450 million last year to $1 billion in five years. Where does Mars GCC procure its raw materials & technology? As far as possible, Mars GCC sources as much of its raw materials from within the local markets. For example all of our sugar and packaging materials are sourced from within the GCC region. In all sites where Mars operates, our policy is to contribute to developing a local eco-system with our service suppliers. Currently in the GCC region, we have indirectly created 5000 jobs within the local communities where we operate and utilised the services of over 900 local suppliers. -Ahmed Bayoumi, general manager, Mars GCC "Since inception, Mars has been guided by its founding family's values - Quality, Responsibility, Mutuality, Efficiency, and Freedom. These Principles give purpose and direction to our business and make us unique as a company" Are the taste preferences of local consumers relatively different from your global consumers? Mars GCC produces a wide range of products and brands to cater to the different taste and consumer preferences. In the Middle East, leading brands such as Galaxy and 'Bounty' are targeted and preferred by women whilst the Jewels brand is produced based on local consumer feedback and mainly sold to families across the region. On the other hand, youngsters and teenagers generally prefer Snickers and M&M's. What differentiates Galaxy Jewel f rom other Galaxy chocolate products in terms of specific consumer demand? Galaxy Jewels was produced based on local consumer feedback and is mainly sold to families across the Middle East. Based on market research and studying consumer behaviour, Mars GCC was able to identify the demand of the Middle East market for the Galaxy Jewels®brand. The brand cZoom Kobe Venomenon VI 6