Forrest Mars Sr., son of Mars Inc.'s founder, died here last week at the age of 95. The demanding and mercurial Mr. Mars parted ways with his father, Frank, in 1932 and, armed with the recipe for Milky Way, left to form his own company in Europe. He later rejoined the family business. He's credited with the creation of M&M's, international expansion and diversification into rice and pet food. Mr. Mars also championed the then-new idea of advertising candy in the 1950s. Mr. Mars retired from the company, which now has a $400 million ad budget, in 1973.
Copyright July 1999, Crain Communications Inc.