Candy bar manufacturer Mars Inc. is bringing a more health conscious approach to the land of chocolate.

Mars Inc. will reduce calories, sodium content, and adopt responsible advertising. COURTESY TORBAN BJORN HANSEN.

The makers of popular candy bars including Snickers and the Mars Bar announced that by the end of 2013 they will limit the calorie content in their chocolate products to no more than 250 per portion.

In a press release posted on their website, the company said it aims to reduce their products' sodium content by 25 per cent by 2015, and will stop buying advertising space in places where more than a quarter of the audience is under the age of 12.

The company said they are “committed to making sure the products we offer, and the ingredients they contain, can fit into a balanced diet” in their statement.

Mars spokesperson Marlene Machut told Reuters this announcement follows targets set forth last fall by the chocolate makers that would encourage a “broad-based commitment to health and nutrition.”

This announcement certainly means fans of the larger, king-size chocolate bars will only have another year or so to enjoy their favourite snack.

Snickers king-size bar weighs in at 540 calories, well above the newly defined guidelines.  

Kelly Spec, owner of Spectrum Nurtition in Vancouver, told thedailyplanet.com since most chocolate bars fall somewhere between 280-to-300 calories, a 30 calorie reduction does not have her “jumping for joy.”

However, she is glad to see a responsible approach to their marketing efforts as it relates to children.

“A snack of almost 300 calories is huge for a child,” Spec said.

“Thirty calories is not overly significant. What is significant is that the food industry, at some level, is trying to make steps towards smaller portion sizes,” she said. “Instead of getting larger they are getting smaller.”

Health Canada spokesperson Stephane Shank told thedailyplanet.com the government does not regulate candy bars, and as a result does not promote them as a dietary option.

However, the new guidelines being enacted by Mars fit better into Health Canada’s recommended daily calorie intake.

As outlined in the Health Canada food guide, 250 calories represents roughly 10 per cent of the suggested daily amount for men aged 19-to-30, and surpasses 10 per cent for women in the same age range.

“The advice that Health Canada gives Canadians is to make healthy choices by following Canada’s food guide,” Shank said.

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