Walking in the footsteps of giants



    British woman comes to Canada in her quest to be the first solo woman to
    walk to the North Pole

    TORONTO, March 4 /CNW/ - Today, British adventuress, Rosie Stancer, will
attempt to become the first woman to complete a solo expedition to the North
Pole. Having already completed an expedition to the South Pole in January of
2004, successful completion of this journey will make Rosie the first woman in
the world to walk to both Poles. If she completes her journey in 60 days,
Rosie will break the world record her mentor, Pen Hadow, set in May 2003 and
become the fastest person to reach the North Pole on foot.
    Because she will be burning an enormous amount of energy during her
expedition, Rosie will need to eat in excess of 6,000 calories each day. Her
diet will include such things as energy drinks, cheese, dehydrated chicken,
and of course, Mars(R) bars!
    Described previously as "Tinkerbell meets Terminator", the diminutive
47 year old will walk, ski, climb and swim 415 nautical miles, the equivalent
of 18 back-to-back marathons, while dragging behind her everything she needs
to survive in a "paulk" weighing close to 100 kilograms (220 pounds)! The
contents will include everything from food to firearms for safety and
survival.
    "The hardest challenge is psychological," explains Rosie Stancer.
"Knowing you can wake up in the morning miles from where you finished and
exhausted the night before, can play with your mind and sap your will to
continue."
    Effem Inc., the maker of Mars(R), has teamed up with Rosie as her title
sponsor to assist her in achieving her goal.
    "Mars(R) is thrilled to be supporting Rosie as her title sponsor in her
record breaking attempt," says Sumit Luthra, marketing director, Effem Inc.
"Rosie embodies the importance of having an active and balanced lifestyle, and
we are pleased that her solo journey will be powered by Mars(R). We wish her
the best of luck on her journey and look forward to seeing her upon her
return."
    With backing from Pen Hadow, and the support from His Royal Highness and
Patron of the Expedition, The Prince of Wales, Rosie will no doubt have the
motivation to reach her goal.

    About the Mars(R) North Pole Solo Expedition
    The goal of the Mars(R) North Pole Solo Expedition is to raise awareness
of the Special Olympics, a sporting charity that organizes year round sports
training and competition for people with special needs, at an Olympian level.
The expedition will also aim to highlight a local community project in the
mainly Inuit town of Resolute Bay.

    About Effem Inc.
    Effem Inc. is the Canadian division of Mars(R) Incorporated, privately
held multi-national company and a world leader in food, pet care, and
confectionery products. Worldwide Mars(R) Incorporated employs a team of
40,000 people and operates in more than 160 countries.
    Effem Inc. Canada operates two plants in Bolton and one plant in
Newmarket, Ontario where brands such as Mars, Milky Way, 3 Musketeers, Uncle
Ben's, Whiskas, Pedigree and Cesar are manufactured. Effem Inc. is led by five
guiding business principles: Quality, Responsibility, Mutuality, Efficiency,
and Freedom.

    (*)High resolution images and BETA b-roll available upon request.





For further information:

For further information: please visit
www.rosiestancermarsnorthpolesolo.co.uk or contact: Chris Themelis, Edelman,
(416) 979-1120 ext. 235, chris.themelis@edelman.com; Stephanie Marton,
Edelman, (416) 979-1120 ext. 314, stephanie.marton@edleman.com

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EFFEM INC.

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MARS

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