You already know the brands. M&M's. Snickers. Twix. Pringles. Kellogg's. Every single one of them and more now sits under the Mars Snacking Europe umbrella, following the acquisition of Kellanova in December 2025. And, behind each iconic on-shelf pack is a design team that takes the craft seriously.
Senior Manager for Brand Design Operations at Mars Snacking Europe, Steve Wardle, has been part of the team for twelve years, working alongside designers and project managers to get packaging and point-of-sale materials from concept to print. It's the kind of role that puts you right in the thick of how some of the world's biggest brands talk to people, and Steve is the first to say how much design drives that.
"Great design is how we connect with consumers, build trust through recognition, and create standout in a highly competitive market. Strong, consistent design creates emotional connections that keep our brands relevant."
It's a pivotal moment for the group, and design sits right at the heart of it. Through all the change, one commitment has stayed firm: to the Northern Design Festival, which Kellanova has proudly supported since the very first edition. We caught up with Steve to find out more.
Mars Snacking X NDF: In it from the start
Steve has backed NDF since day one, and his reasons are as much personal as professional. He's spent his life and career in the North, and when he first came across the festival, it wasn't a hard sell.
"Supporting the festival is about creating opportunities, giving emerging creatives a platform, and showing that you don't need to leave the North to build a successful career."
That last point is worth sitting with. There's long been a pull towards London for creative careers, a sense that the real opportunities are elsewhere. Steve and Mars Snacking are part of a growing chorus pushing back on that, and NDF is one of the loudest stages for that conversation.
For Steve, heritage isn't just a brand consideration; it's something he sees in the North itself.
"The North has a rich history of innovation and creativity. Supporting that community helps nurture future talent, brings fresh thinking into the industry, and ensures the region continues to thrive creatively."
NDF has had an impact closer to home, too. Steve says the festival has been a good reminder of the energy and fresh perspectives coming through from emerging talent, something any organisation needs if it wants to stay sharp.
Pushing heritage forward: Lisa Llewellyn at NDF
At the centre of Mars Snacking's involvement year was a talk from Lisa Llewellyn, who dug into one of the most interesting tensions in design right now: how do you push a heritage brand forward without losing what makes it itself?
Lisa discussed shifting consumer expectations, changing shopping habits and the cultural pressures that mean even the most iconic brands have to keep asking hard questions. She posed the questions, "What does relevance actually look like?" and” How do you hold a century of heritage lightly enough to keep moving?”
It’s probably not surprising to hear that when your brand has been around for over a hundred years, staying relevant isn't a nice-to-have. It's the whole job.
Lisa’s talk connected directly to this year's NDF heritage theme, giving delegates something to think about, whether in their first year of study or well into their career.
Advice for young creatives
If you are just starting out, Steve's practical and honest advice is shaped by more than a decade of experience working where creativity meets commerce.
"Stay inspired, stay connected, and be open to change. The industry is evolving quickly, so adaptability is key – but passion, creativity and determination will always be at the heart of success.
And when it gets tough?
"Be resilient. The journey isn't always easy, but persistence really pays off."
It's simple but effective advice. NDF is exactly the kind of connection opportunity Steve is describing, a network of curious creatives who are serious about making something happen in the North.
What's Next for Mars Snacking Europe
Mars's acquisition of Kellanova in December 2025 has opened a new chapter, and the business is moving fast, particularly in automation and AI for content creation. It's a shift that's reshaping how design teams operate, and Mars Snacking is leaning into it rather than shying away.
What stays the same is the commitment to building strong brands and supporting creativity in the North. They've backed NDF from the very first edition, and that's not changing any time soon. They’re also the ones who popped that Squares bar in your tote. Yum, yum – enjoy!
Visit mars.com to learn more.
