Mars ad push undone as plastic contaminant sparks chocolate recall in 55 countries

Chocolate maker Mars has issued a recall of its Mars and Snickers bars in 55 countries, after pieces of plastic were found in a product.

All Mars and Snickers products, Milky Way Minis and Miniatures and certain packs of Celebrations with best before dates ranging from 19 June 2016, to 8 January 2017 are tainted by plastic contaminants and have, as a result, been recalled.

The Dutch food safety authority posted a press release from Mars on its website, saying a piece of plastic had been found in a product that could lead to choking. The company initially issued a recall in Germany, but its believed to have spread to the UK, France, Belgium, Italy and Spain.

Roel Govers, spokesman for Mars in the Netherlands, told the Associated Press that the recall affects 55 countries.

Mars is yet to comment on how many countries will be affected by the recall or how many bars fill this criteria. A full list of products affected can be found on the company's website, www.mars.de, however at the time of publication the website is not currently responding.

The recall will come as a huge blow to the confectionary company, which recently launched an advertising campaign for the Mars bar.

Time will tell how the company will bounce back from the global recall, and how it will market itself to recover.