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Protecting Integrity If Not Arteries

Written by RetailWire Staff

Rumor had it that Scottish fish shop owner, Lorraine Watson, who began deep frying Mars bars some twenty years ago (for reasons that are now the stuff of legend) was applying for PDO (Protected Designation of Origin). So what's a multinational — that has recently reformulated its chocolate bar to reduce its calorie content and promotes its devotion to healthy diets in which its products should be considered an occasional treat — to do? Call its lawyers PDQ (pretty darn quick) to demand a disclaimer insisting the shop's use of Mars bars is not authorized or endorsed by the company.

Mars wanted it known that they do not condone frying their product and hinted strongly that further action could follow if said fish shop owner did not make this clear instantly, if not sooner. What else?

Deep-fried Mars bars may not be quite as popular at American State Fairs as some other similarly prepared delicacies but they would fit in quite neatly. After all, fried treats are enjoyed in states such as Texas, Minnesota, California and Indiana to name but a few.

Delish.com describes such delights as deep-fried butter, chicken-fried bacon, fried avocado bits, and frogs' legs. For those who prefer health and balance, fruit can be found in such combinations as Deep-Fried PB&J & Banana Sandwiches and Pineapple On-a-Stick. On the branding side, particularly popular deep-fried targets have been Twinkies, Oreos and Snickers bars, but Reese's Peanut Butter Cups, Cadbury Creme Eggs, Ho-Ho's — even Coca Cola and Kool Aid — can be found getting the treatment. The popular Krispy Kreme Chicken Sandwich consists of a fried chicken patty topped with Swiss cheese squeezed inside a sliced glazed doughnut.

Self-proclaimed Fry King, Abel Gonzales, of Texas, who created several of the aforementioned, has won awards for creativity. Delish says they are "sometimes weird, sometimes unexpected, but usually delicious."

Back in the U.K., The Financial Times reported, "Ms. Watson says gaining protected name status was never viable and that Mars knew there was no application lodged. 'They were just making a point,' she said."

Publicly, Mars claimed that although they were flattered, if an application were to be filed in future, "unfortunately we wouldn't be able to support it as deep-frying one of our products would go against our commitment to promoting healthy, active lifestyles."

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