SLOUGH, UK--Mars has kicked off a review to "refresh" its UK consumer PR roster.

The confectionary giant has released an RFI to UK PR agencies that focuses specifically on its chocolate, food and petcare portfolios. The review does not affect Mars’ key relationship with Freud Communications, which has grown steadily over the past four years to become one of the agency’s biggest clients.

Freud currently handles consumer PR duties for key Mars brands such as Mars, Maltesers, Galaxy, Twix, Snickers, Pedigree, Whiskas, Dolmio and Uncle Ben’s. The agency also handles global corporate PR duties for the company.

Instead, Mars is eyeing improved agency support for smaller products on which Freud does not work. These include chocolate brands Revels and Galaxy Minstrels; petcare brands Dreamies and Misfits; and organic company Seeds of Change. Freud is not taking part in the review for these brands, which typically possess smaller PR budgets than their larger peers.

“Freud Communications remains our retained strategic partner on all key brands across our chocolate, petcare and food businesses, and provider of corporate communications counsel,” said a Mars spokesperson. “The RFI process is to simply refresh a wider roster.”

Mars has worked with Freud since shifting the business from 25-year incumbent Grayling in 2008. The company has also drawn consumer PR support, in recent years, from JCPR and Ketchum.