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King-size candy is dead! Long live smaller bars?

King-size candy will no longer be made after 2013, says maker of M&M's, Twix, and Snickers. King-size candy bars will give way to products with no more than 250 calories. 

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Mars made a splash with a Snickers TV ad featuring actress Betty White during the 2010 Super Bowl. Now, the candymaker says it will no longer make king-size candy bars and other chocolate products.

Snickers/AP/File

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Snickers bars may soon satisfy you a bit less.

Mars Inc., the makers of popular candy brands including M&M's and Twix, will stop making chocolate products that exceed 250 calories by the end of next year.

That means king-size candy, such as versions of the company's chocolate bars, will disappear from candy aisles. The privately-held company also makes Milky Way, 3Musketeers, Bounty and Kudos bars.

Mars may not have to make radical changes to reach its goal, however; a standard Snickers bar currently has 280 calories. A package of Twix and a bag of peanut M&M's each clock in at 250 calories.

The company first posted the goal on its website in September of last year, but the plans got renewed attention after media organizations reported on it this week.

Representatives from Mars declined to provide further details Thursday, noting that it has not yet finalized how it will reach its caloric goals. But the company said in an emailed statement that it has shown a "broad -based commitment to health and nutrition" in recent years.

In 2007, for example, Mars said it would no longer buy advertising space or time if more than a quarter of the audience was likely to be younger than 12. The company also noted that it has introduced several new products that are less than 200 calories.

And by 2015, the company plans to reduce sodium levels in all its food products by 25 percent.

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Mars, based in McLean, Va., also owns Uncle Ben's, Seeds of Change and Whiskas pet food.

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