Mars has announced the appointment of Blas Makhivar as global president of health and wellness for Mars Snacking. After nearly 14 years at Mars, McIvor will oversee the company’s expanding health and wellness portfolio, which includes brands such as Nature’s Bakery, True Frew and Kind, the latter of which Mars will take over. It has since expanded to 30 markets around the world outside of the US and Canada. Acquired full ownership in 2020.
Mr. Maquivar joined Mars in 2010 as General Manager of Mars Chocolate Mexico. He has since held several senior management positions across the snack business, most recently as President of Global Emerging Markets (GEM), leading over 140 high-growth markets including Asia, the Middle East, Africa and Central America. I was there. During his tenure, GEM achieved his double-digit growth of 11% year over year.
As part of its vision to transform the snacking category and embrace changing consumer needs and preferences, Mars has expanded its health and wellness footprint within the acceptable snacking category in recent years. Under Makivar’s leadership, the Health & Wellness division will continue to grow existing brands and expand globally, while remaining an attractive destination for founder-led brands. All of this is done because of the company’s big ambitions to double its snacking business and grow its revenue to $36 billion within the next 10 years.
Since joining Mars, True Frü and Nature’s Bakery have also flourished further, with Nature’s Bakery’s net sales increasing by 78% post-acquisition. Since being acquired in 2020, the brand is on track to more than double in size by 2024. After Mars’ acquisition of True Frew in 2023, the brand’s net sales increased by more than 50% in the same year, and net sales in the first quarter of 2024 increased by 80% compared to the first quarter of 2023.
“We are confident in our bold category vision, leveraging our heritage of innovation to grow and expand our emerging snack brands and lead the future of snacking,” said Andrew Clark, global president of Mars Snacking. Told. “Mr. Blass has an excellent track record of leadership and is a natural choice to help accelerate the positive trajectory of our dynamic Health & Wellness division.”
“Our snacks have been enjoyed in every corner of the world for years, and our Health & Wellness division has emerged as a key device to ensure we provide for consumers on every consumption occasion. ” says McIver. “We look forward to working with this talented team to drive further growth and evolve our portfolio, offering consumers the world’s favorite snacks and treats, including what we hope will become new favorites. I look forward to continuing.”
Maquibal will be succeeded by Gabriel Fernandez, general manager of Mars Wrigley Mexico. Fernandez has been with Mars since 2005 and has held regional and corporate leadership roles in Latin America, Europe and North America.
Mars is in the present candy industry “Top 100 Candy Companies in the World” list. Click here to view the current “Global Top 100” rankings.
