US – Mars, a global leader in confectionery, snacking, food, and pet care products, has announced the appointment of Blas Maquivar as Global President, Health & Wellness, Mars Snacking.  

With nearly 14 years of experience at Mars, Maquivar will oversee the company’s expanding Health & Wellness portfolio, including brands Nature’s Bakery, Trü Frü, and KIND. 

Maquivar’s journey at Mars began in 2010 when he joined as General Manager of Mars Chocolate Mexico.  

Over the years, he has served in various senior leadership roles across the Snacking business, including President, Global Emerging Markets (GEM), where he led over 140 fast-growing markets, achieving double-digit growth of 11 percent year-over-year. 

Under Maquivar’s leadership, Mars aims to transform the snacking category by embracing shifting consumer needs and preferences.  

The Health & Wellness division will focus on nurturing and globally scaling existing brands while remaining attractive to founder-led brands. This initiative aligns with Mars’ ambition to double its Snacking business and grow revenue to US$36 billion within the next decade. 

Since joining Mars, Maquivar has overseen the growth of brands like Nature’s Bakery and Trü Frü. Nature’s Bakery has experienced significant growth, with net sales growing by 78 percent post-acquisition in 2020 and expected to double in size by 2024.

Similarly, Trü Frü, acquired by Mars in 2023, saw a growth of over 50 percent in net sales in the same year, with Q1 2024 net sales up by 80 percent compared to Q1 2023. 

Andrew Clarke, Global President, Mars Snacking, expressed confidence in Maquivar’s ability to accelerate the positive trajectory of the Health & Wellness division, stating, “Blas has an outstanding track record of leadership and is a natural choice to accelerate the positive trajectory of our dynamic Health & Wellness division.” 

Concurrently, the Snickers maker appointed Gabriel Fernandez as Global President, Health & Wellness, Mars Snacking, to succeed Maquivar.  

Fernandez, who has been with Mars since 2005, brings extensive regional and corporate leadership experience from Latin America, Europe, and North America to his new position. 

Last month, the snacks giant announced a US$70 million investment in New Jersey site as the company aims to continue its legacy of best-in-class innovation and manufacturing. 

The investment supports a Research and Development (R&D) Innovation Studio—including a new test kitchen and packaging lab—along with manufacturing efficiencies and advancements in food safety at the Hackettstown manufacturing factory. 

The R&D Innovation Studio at the Mars Hackettstown, New Jersey location will include a new prototyping kitchen, packaging lab, and collaboration space with the intent of increasing the speed of innovation and development to meet evolving consumer preferences. 

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