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Food and pet care manufacturer Mars late last week announced "that its entire portfolio of more than 40 Mars food, treats, ice cream, and pet food brands are now available for same-day delivery through Instacart, the leading grocery technology company in North America … the Mars-Instacart partnership gives consumers across the U.S. access to their favorite Mars brands straight from their smartphone or laptop. Reaching 90% of households in North America, Instacart delivers from more than 70,000 stores in more than 5,500 cities."

Kelly Goering, Vice President of Sales at Mars, said in a prepared statement that "offering our entire selection of Mars products on Instacart allows consumers to shop for the snacking and food brands their families and pets love most." 

KC's View:

"Entire selection" is an interesting phrase, since it implies that even if client retailers do not have Mars' complete portfolio of products, Instacart will carry them … which has the potential of disintermediating traditional retailers.