Mars is to have a presence on social networking site Facebook, enabling users to buy confectionery gifts for each other online.
Facebook users have for some time been able to send friends virtual gifts, but the new application, called Celebrate, enables them to purchase actual products from the Mars range. The service is expected to launch this week.
Users send recipients a unique voucher ID which can be redeemed at more than 12,500 PayPoint retailers.
Mars Snackfood marketing controller Sara Miles said: "We are very excited to be involved in this initiative. It will drive traffic and incremental confectionery sales for our PayPoint retail partners and offer consumers a different way of sending confectionery gifts."