September 13, 2012
Protecting Integrity If Not Arteries
Rumor had it that Scottish fish shop owner, Lorraine Watson, who began deep frying Mars bars some twenty years ago (for reasons that are now the stuff of legend) was applying for PDO (Protected Designation of Origin). So what’s a multinational — that has recently reformulated its chocolate bar to reduce its calorie content and promotes its devotion to healthy diets in which its products should be considered an occasional treat — to do? Call its lawyers PDQ (pretty darn quick) to demand a disclaimer insisting the shop’s use of Mars bars is not authorized or endorsed by the company.
Mars wanted it known that they do not condone frying their product and hinted strongly that further action could follow if said fish shop owner did not make this clear instantly, if not sooner. What else?
Deep-fried Mars bars may not be quite as popular at American State Fairs as some other similarly prepared delicacies but they would fit in quite neatly. After all, fried treats are enjoyed in states such as Texas, Minnesota, California and Indiana to name but a few.
Delish.com describes such delights as deep-fried butter, chicken-fried bacon, fried avocado bits, and frogs’ legs. For those who prefer health and balance, fruit can be found in such combinations as Deep-Fried PB&J & Banana Sandwiches and Pineapple On-a-Stick. On the branding side, particularly popular deep-fried targets have been Twinkies, Oreos and Snickers bars, but Reese’s Peanut Butter Cups, Cadbury Creme Eggs, Ho-Ho’s — even Coca Cola and Kool Aid — can be found getting the treatment. The popular Krispy Kreme Chicken Sandwich consists of a fried chicken patty topped with Swiss cheese squeezed inside a sliced glazed doughnut.
Self-proclaimed Fry King, Abel Gonzales, of Texas, who created several of the aforementioned, has won awards for creativity. Delish says they are "sometimes weird, sometimes unexpected, but usually delicious."
Back in the U.K., The Financial Times reported, "Ms. Watson says gaining protected name status was never viable and that Mars knew there was no application lodged. ‘They were just making a point,’ she said."
Publicly, Mars claimed that although they were flattered, if an application were to be filed in future, "unfortunately we wouldn’t be able to support it as deep-frying one of our products would go against our commitment to promoting healthy, active lifestyles."
- Mars warns chip shop over trademark – Financial Times
- Mars turns up heat over deep-fried bar – Telegraph
- Deep fried Mars bar "not in line with our marketing code", says Mars – Food and Drink Europe
- Deep-fried Mars bars: a symbol of a nation’s diet? – BBC
- The Ten Most Unusual State Fair Foods – Delish
- Fried-Food Showcase: from the wonderful to the weird – Delish
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Discussion Questions
Should snack brands disassociate themselves from the deep-fry craze or embrace the trend? What’s the likelihood that deep-fried versions of popular snacks will reach the grocery aisles in the years ahead?
Poll
Please…I’m having breakfast.
Embrace the trend. Snack food companies are not in the business of health. They are in the business selling snacks, healthy or not. And, if they can make a less healthy snack and sell more, then they should do it.
The only Twinkie I have had in twenty years or more was a deep fried one. That is one more sale than they would have gotten otherwise. Most simply, that is the answer.
Will they appear grocery aisles? The chance of these items appearing in the grocery aisles is about the same as Rice Krispy Treats appearing in the grocery aisle. Perfect parallel. And, by the way, those Rice Krispy Treats in the grocery aisle are considerably more adulterated than the ones that used to be made at home.
Mars didn’t say that Ms. Watson couldn’t fry a Mars bar, they wanted to make sure that she would not infringe on their brand. I’m sure Mars will take the sales any way they can get them, as would most food brands. In a mostly weight-conscious world, the brands resist supporting waist busters.
There is is only step from the sublime to the ridiculous, whether you are on planet Mars or in some Scottish fish shop’s deep fry kitchen.
Ah, Scotland. I love going there. It is so peaceful — and so purifyingly rainy. ‘Tis a garret of the earth — that knucklehead of Great Britain — that land of tennis champion Andy Murray, John Calvin, oak cakes, majestic single malt whiskies and imaginative fish shop owners.
However, I am not an erudite futurist and thus I do not see deep-fried versions of popular snacks reaching the grocery aisles in the American colonies tomorrow.
This is crazy, as deep fried stuff has been around for years. Everyone knows that they aren’t good for you, but who eats this stuff every day? I’d love to eat one, but I can’t. Why should Mars care who enjoys their candy? Get over yourself, we have plenty other issues to deal with, without a nanny telling us what is good for us.
In our PC world, I don’t see manufacturer embracing the trend towards deep frying snacks even if it would mean additional sales. Without brand support, such items would never reach store shelves.
Some things work in the moment — cotton candy, funnel cakes, deep-fried candy bars — decadent and fun at the fair, perhaps. Not so much on the shelf — very short shelf life, best when hot and straight out of fryer. Don’t see it making headway, and yes, brands should take a step back, not too much to gain here.
I did read an article (or I made it up) that the Deep Friers of America did not want their product (350 degree oil) to be associated with candy bars because they want consumers to remember that would “go against our commitment to promoting healthy, active lifestyles.”
Health, wellness, nutrition are all well and good. Here’s the issue: fried foods taste great. The vast majority of consumers the world over have no issue with fried foods. The healthy eaters are in the small minority. Why would both CPG and retail not target the much larger unhealthy consumer marketplace? It just makes sense.
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Please…I’m having breakfast.
Embrace the trend. Snack food companies are not in the business of health. They are in the business selling snacks, healthy or not. And, if they can make a less healthy snack and sell more, then they should do it.
The only Twinkie I have had in twenty years or more was a deep fried one. That is one more sale than they would have gotten otherwise. Most simply, that is the answer.
Will they appear grocery aisles? The chance of these items appearing in the grocery aisles is about the same as Rice Krispy Treats appearing in the grocery aisle. Perfect parallel. And, by the way, those Rice Krispy Treats in the grocery aisle are considerably more adulterated than the ones that used to be made at home.
Mars didn’t say that Ms. Watson couldn’t fry a Mars bar, they wanted to make sure that she would not infringe on their brand. I’m sure Mars will take the sales any way they can get them, as would most food brands. In a mostly weight-conscious world, the brands resist supporting waist busters.
There is is only step from the sublime to the ridiculous, whether you are on planet Mars or in some Scottish fish shop’s deep fry kitchen.
Ah, Scotland. I love going there. It is so peaceful — and so purifyingly rainy. ‘Tis a garret of the earth — that knucklehead of Great Britain — that land of tennis champion Andy Murray, John Calvin, oak cakes, majestic single malt whiskies and imaginative fish shop owners.
However, I am not an erudite futurist and thus I do not see deep-fried versions of popular snacks reaching the grocery aisles in the American colonies tomorrow.
This is crazy, as deep fried stuff has been around for years. Everyone knows that they aren’t good for you, but who eats this stuff every day? I’d love to eat one, but I can’t. Why should Mars care who enjoys their candy? Get over yourself, we have plenty other issues to deal with, without a nanny telling us what is good for us.
In our PC world, I don’t see manufacturer embracing the trend towards deep frying snacks even if it would mean additional sales. Without brand support, such items would never reach store shelves.
Some things work in the moment — cotton candy, funnel cakes, deep-fried candy bars — decadent and fun at the fair, perhaps. Not so much on the shelf — very short shelf life, best when hot and straight out of fryer. Don’t see it making headway, and yes, brands should take a step back, not too much to gain here.
I did read an article (or I made it up) that the Deep Friers of America did not want their product (350 degree oil) to be associated with candy bars because they want consumers to remember that would “go against our commitment to promoting healthy, active lifestyles.”
Health, wellness, nutrition are all well and good. Here’s the issue: fried foods taste great. The vast majority of consumers the world over have no issue with fried foods. The healthy eaters are in the small minority. Why would both CPG and retail not target the much larger unhealthy consumer marketplace? It just makes sense.