Leaving a bitter taste

The Gulf War crisis did not come at a good time for US chocolate giant Mars, as the Middle East was a key area in its expansion drive. But the corporation snatched victory from the jaws of defeat by launching a special campaign on the ground to flog Mars and Snickers bars to the US, British and Saudi forces instead.

Arch-rival Hershey had been supplying the US military since 1914 and it retaliated with the Desert Bar - "the candy bar that melts in your mouth, not in the sand". In December 1990, Hershey shipped 144,000 one-ounce bars to the troops free of charge and scored a marketing triumph.

While Hershey won the PR battle at home in the US, Mars had captured the attention of the generals and subsequently won the contract to supply 6.9 million non-melting chocolate bars. Hershey was not amused and lodged an objection with the General Accounting Office.

Never mind precision bombing and the liberation of Kuwait, it was rivalry as usual for these corporate titans.

This example of ruthless business-as-usual from The Chocolate Wars gives us an intriguing insight into what happens behind the scenes in corporations hellbent on world domination.

While the cola wars between Coke and Pepsi are well documented, Mars and Hershey are both publicity-shy and their ongoing feuding has gone unnoticed.

Joel Glenn Brenner has spent more than a decade researching the secretive world of the candy kings, Mars and Hershey. The result is an entertaining yarn about a hidden side to USA Inc.

For all chocoholics who want a taste of the cut-throat business world, or for those who think they are only allowed to read about it rather than eat the gorgeous stuff, The Chocolate Wars might be a good choice for holiday reading.

jmulqueen@irish-times.ie