Victim of a decline in the appetite of Europeans for chewing gum for five years, the American giant Mars will cut 280 jobs in its Alsatian factory in Biesheim (Haut-Rhin), which produces Freedent, Orbit and Extra tablets and sticks.
Justifying its decision by a drop of nearly 40% in these formats between 2016 and 2019, the group's confectionery division, Mars Wrigley, explains that the fall has accelerated with the Covid crisis.
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And that its Alsatian site, already reduced by 207 jobs in 2013, only uses 28% of its capacity.
In total, only 69 of the plant's 350 jobs will be retained to produce gum base, the semi-finished chewing gum that powers Mars Wrigley's European, Russian and African factories.
The family group known for its brands Freedent, Mars, Snickers or M & M's ensures that no forced departure should occur for a year, and that measures to help internal and external reclassification will be planned.
“At the same time, the management of the Mars Wrigley site in Biesheim will explore all opportunities to identify one or more economic players likely to be interested in the part of the site released by the project,”
adds Mars.
A decline in small confectionery
While the small pocket-sized confectionery sector suffered from the drop in store visits linked to the Covid crisis and the inattention of consumers absorbed by their smartphones at the time of going to checkout, the group does not do not wait to see the trend reverse.
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In November, Mars announced a restructuring involving the elimination of 216 positions at its head office in Haguenau, mainly in the sales force.
A decision justified by the decline in its markets and the “price war” waged by its retail customers.
Conversely, in June, it launched an investment of 18 million euros, also in Haguenau, to boost the production of its dynamic M & M's Crispy.
