Masterfoods, the company that makes Mars Bars recently found out the hard way, it pays to fully communicate with your primary stakeholders before you make the big decisions.

“The Vegetarian Society followed Masterfoods' announcement of plans to use rennet by immediately urging members to complain to the company, their MP or local newspaper.  

Within a week, the firm had received more than 6,000 calls and e-mails and 40 MPs had signed a petition.  

Masterfoods promptly agreed to revert to the old recipe, apologised and declared the ‘consumer is our boss’.”

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