"I know the name," answered one. "That's about it." Said another, "I think they are a major brand carrier, much in the same way as Nabisco."
In fact, only 10.4% of the 8,091 respondents claimed to know what Masterfoods makes. But many of them were wrong: Some 21% of those saying they'd heard of Masterfoods thought the company made Minute Maid soda; another 20% believed it makes Raisin Bran and 18% thought it sold Dawn dish detergent. (Consumers could choose more than one answer).
Almost half, however, correctly answered that Masterfoods makes M&M's (47.1%) and Uncle Ben's rice (43.8%). Another 34.9% cited Pedigree pet food.
It's clear there's a lot more life in Mars than Masterfoods as a moniker. A full 87.6% of respondents knew that name. But they overwhelmingly associate it with M&M's (89.3%), which illustrates the company's conundrum in trying to convey its breadth of products: Only 4.1% of consumers knew Mars made Uncle Ben's and only 4.3% knew it made Pedigree.