The company, which also makes M&Ms and Skittles candies and Juicy Fruit chewing gum, said the goal is part of an ongoing effort to improve the nutritional value of its products and to sell them in a responsible way.

The new calorie limit target means fans of the 540-calorie king-size Snickers bar might want to enjoy the big bar while they can. By 2014, it will be gone, part of what Mars says is a broader push for responsible snacking.   

It will not include “duo packs”' or larger family bars, which will be allowed a higher calorie allowance because they are designed to be shared, a spokesperson said.

In 2007, the privately held company said it would stop buying advertising time or space if more than a quarter of the audience was likely to be under 12 years old.    

Mars has also said it will reduce sodium levels in all its products 25% by 2015.       

Spokeswoman Marlene Machut said the plan to stop shipping any chocolate product that exceeded 250 calories per portion by the end of 2013.

It was a target first announced last fall and is part of Mars' “broad-based commitment to health and nutrition.”

 From the February 17, 2012, Prepared Foods' Daily News.