FORREST Mars Jr was a privacy-obsessed scion of the family that created M&M’s, Maltesers and Snickers, a man forbidden to eat sweets in his own childhood and one so afraid of his father that he refused to allow his name to be mentioned in front of him.
The billionaire greatly expanded the company
Instrumental in building up his family company from $1billion in sales to $35billion, alongside his siblings John and Jacqueline after they inherited the business in 1973, he was worth around $25.5billion but made the odd mistake in his time.
One was turning down a request from Steven Spielberg to allow M&M’s to become ET’s favourite treat in the 1982 film – that honour went to Reese’s Pieces which then saw soaring sales as a result.
Another was failing to insure the Mars company’s first factory in the Netherlands in 1963 which burned down, causing the company serious financial losses.
Mars Snr, who was dubbed “the Howard Hughes of candyland”, was so paranoid about raising spoilt children that he would criticise them constantly, especially at mealtimes, with the result that it was reported all three of them had lifelong problems with food.
But they did respect the family heritage: Mars’ grandfather Frank started the business making butter cream candy and at the suggestion of his son Forrest incorporated chocolate malt into his Mar-O-Bar.
This became the Milky Way – or outside the US the Mars bar.
After studying at Yale and the New York University School of Business and a spell in the army, Forrest worked as an accountant for Price Waterhouse before joining Mars as a financial officer in 1959, working in the Netherlands and France.
In 1970 he moved to the company headquarters in McLean, Virginia and in 1975 took over as co-president with his brother.
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Huge expansion followed worldwide, including China, Russia, the Middle East, Africa and Latin America, with the company employing around 80,000 people in 78 countries.
The family wealth amounted to Lives remembered $58.3billion, making them the third richest family in the world.
Apart from its famous confectionery the company now owns the chewing gum maker Wrigley – bought in 2008 following Forrest’s retirement in 1999 – Uncle Ben’s rice, Pedigree, Whiskas and many more.
Forrest fostered a keen interest in environmental issues, owning an 82,000-acre ranch in Montana, and regularly donated to charitable causes.
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He was married three times: to Virginia Cretella, with whom he had four children, Victoria B Mars, who is now the chairman of Mars Incorporated, Valerie Anne, Pamela Diane and Marijke Elizabeth.
His second wife was Deborah Adair Clarke and after their divorce he married Jacomien Ford.
She survives him, as do his four children, sister and brother.
He died of complications following a heart attack.
