From POLITICO · · 1m 40s
Why Mars bets 235 million euros on German factories
The confectionery and pet food maker commits to long-term investment in Viersen and Verden, treating Germany as a core production and innovation hub.
In brief
The confectionery and pet food maker commits to long-term investment in Viersen and Verden, treating Germany as a core production and innovation hub. Mars is investing more than 235 million euros in German factories between 2021 and 2027, prioritising long-term growth over quarterly returns. Originally reported by…
Germany's economic challenge
Energy prices, geopolitical tensions, labour shortages and the shift to climate-neutral production dominate debate about Germany's future as a business location.
Investment drives long-term growth
Strategic investment creates production capacity, drives innovation, modernises infrastructure and secures jobs, laying the foundation for sustainable growth and prosperity.
Thinking in generations, not quarters
Mars, a family business, makes decisions with generations in mind, not quarterly results. This approach shapes its commitment to Germany as investor, employer and manufacturer.
“Entscheidungen werden mit Blick auf Generationen getroffen, nicht auf Quartalsergebnisse.”
Mars commits 235 million euros
Between 2021 and 2027, Mars invests more than 235 million euros in German sites. More than 150 million euros have been spent; around 85 million euros remain planned through end 2027.
Viersen: Twix and Balisto production
Mars produces Twix and Balisto at Viersen in North Rhine-Westphalia, with Balisto made only in Germany. Around 60 million euros were invested there between 2022 and end 2026.
Verden: pet food and research hub
Verden in Lower Saxony produces Whiskas, Sheba and Cesar pet food brands and serves as Mars's global research centre for wet pet food, combining production with innovation.
European production and reliability matter
Eighty-five percent of products sold in Europe are made within Europe. Germany plays a central role as an industrial pillar for production, research and export across European markets.
What it means
Mars is investing more than 235 million euros in German factories between 2021 and 2027, prioritising long-term growth over quarterly returns.
