Andrew Zrike Joins Mars as CMO for Better-For-You Business to Drive Snacking Growth

Mars has appointed Andrew Zrike as Chief Marketing Officer for its Better-For-You business, part of the company's Mars Snacking Accelerator, bringing new marketing leadership to a portfolio spanning established and emerging brands in the better-for-you snacking category.

Andrew will lead marketing and growth across brands including KIND, RXBAR, Pure Organic, Nutri-Grain, and Special K, combining the scale and capabilities of Mars with the speed and entrepreneurial approach associated with its Accelerator model.

His appointment comes as Mars continues to expand and integrate its broader snacking portfolio following the acquisition of Kellanova, which added brands including RXBAR, Nutri-Grain, and Special K to the Accelerator division of Mars Snacking.

Leading Marketing Across the Better-For-You Portfolio

As CMO for the Better-For-You business, Andrew will oversee marketing strategy across a diverse collection of snacking brands.

His remit spans both established names and emerging challengers, giving him responsibility for identifying growth opportunities while strengthening the positioning and consumer relevance of individual brands.

The portfolio reflects Mars' broader push into better-for-you snacking, with KIND already part of the company's Mars Snacking portfolio.

Combining Scale With an Entrepreneurial Model

Andrew's new role sits within the Mars Snacking Accelerator, a division designed to support complementary and growth-oriented brands within the broader Mars Snacking organisation.

The model gives the business access to Mars' global capabilities and scale while maintaining a more agile approach to brand development and growth.

For Andrew, that combination represents an opportunity to apply the resources of a global brand-led company while retaining the speed and founder mentality often associated with challenger brands.

Building the Future of Better-For-You Snacking

Consumer interest in snacks that balance convenience, taste, and nutritional considerations continues to create opportunities across the category.

Mars has increasingly expanded its better-for-you portfolio through brands such as KIND and Nature's Bakery, while the Kellanova acquisition further broadened the Accelerator portfolio with RXBAR, Nutri-Grain, and Special K.

Andrew's marketing leadership will focus on translating that portfolio breadth into consumer growth, while helping individual brands maintain distinctive identities in an increasingly competitive snacking market.

A Broader Growth Mandate

Beyond traditional brand marketing, Andrew's role places growth at the centre of the mandate.

His focus will involve unlocking opportunities across the portfolio while leveraging the capabilities, distribution, and scale available through Mars. At the same time, the Accelerator structure provides a platform for testing and developing brands with a degree of agility suited to faster-moving segments of the snacking market.

The combination positions Andrew to play a key role in shaping how Mars approaches the next phase of better-for-you snacking.

Supporting Mars' Expanding Snacking Strategy

The appointment comes at a significant point for Mars Snacking as the company continues to integrate and develop the expanded portfolio following its Kellanova acquisition.

Mars now operates a broader snacking portfolio that includes established Mars brands alongside Kellanova additions and its better-for-you businesses. The company's current snacking strategy includes brands such as KIND, RXBAR, Nutri-Grain, and Special K across its portfolio and Accelerator division.

Andrew's appointment adds senior marketing leadership to the Better-For-You business as Mars looks to build growth across these brands and shape the next phase of its snacking strategy.

About Mars

Mars, Incorporated is a family-owned global business operating across snacking, food, and pet care. Its Mars Snacking business includes a portfolio of global brands spanning confectionery, snacks, and better-for-you products, including KIND and brands added through the company's acquisition of Kellanova.