Mars Food UK Limited is the name of the British branch of Mars, Inc. The company is based in Slough, UK. Mars brands manufactured for the UK market but not for the US include Maltesers and Tunes.
In 1932, Forrest Mars, Sr., opened what was then Mars (Europe) headquarters, and remains Mars (UK) headquarters in Slough, UK on the then-new Slough Trading Estate after a disagreement with his father, Frank C. Mars. In this factory, he produced the first Mars bar, based on the American Milky Way. In 1936, Mars separated the vanilla version of Milky Way to a separate brand, Forever Yours, which was discontinued and later reintroduced as Milky Way Dark and later still, Milky Way Midnight.
Many brands which were later introduced in the US were first created and sold in Britain; these include Starburst, Skittles, Twix, Snickers and Topic.
The bar formerly sold in the U.S. as the Mars bar is now marketed in that country as the Snickers Almond Bar and is not sold consistently in the UK where it has appeared with other special editions that are released occasionally.
Milky Way in Europe and worldwide is known as the 3 Musketeers in America. Similarly, the Snickers bar was previously marketed in Britain and the Republic of Ireland as Marathon until 1990; in the UK, France, Germany and the Netherlands, also until 1990; Galaxy is known as Dove in America and the Middle East; and Starburst was known in the UK and Ireland as Opal Fruits until 1998. Chocolate and peanut M&M's were introduced in 1990.
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