"For most of our history, in fact ... for 99% of our history, we've chosen not to be in the public eye and we've really wanted our brands to engage consumers. And yet times have changed," Mars chairman Stephen Badger said.
"Consumers do want to know more about not only the brands that they're buying, but the company that is behind them," Badger, who is also the great-grandson of the company's founder, Franklin Mars, said.
Badger is right. A recent study by Label Insight, which surveyed 2,000 consumers, found that 94% of respondents would be more loyal to a brand if it offered complete transparency.