Mars Inc is a multinational, multibillion-dollar empire. Bigger than such corporate giants as McDonalds and Kellogg, it has 18 per cent of the UK confectionary market led by its most famous eponymous chocolate bar. Mars is much more than just a sweet company - its petfood arm includes Whiskas, Pedigree Chum and Kitekat, and its "main meal" foods covers brand names Yeoman, Dolmio and Uncle Ben's. Since its founding in 1922 by Frank Mars, the family have amassed a fortune reputed to be worth $12.5 billion - the 5th largest in the world. Now run by Frank's two grandsons, sharing the role of chief executive, the Mars family values, precepts and eccentricities permeate every aspect of the business.