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ICI Paints was formed in 1926. The Dulux paint brand was introduced in 1931. [2] The name Dulux is derived from the words Durable and Luxury. In the early days of its existence, decorators and their suppliers were the main customers for Dulux, with Say Dulux to your decorator used as an advertising slogan in the 1950s.
Mars Limited has a large chocolate factory, run under the name of Effem Holdings Ltd, also in Slough on the enormous Slough Trading Estate which makes 3m Mars bars a day; nearby is Johnson Controls UK (car seats), and ICI Paints, Polyfilla, and Dulux. Horlicks is made by GSK there. Oki UK (desktop printers) are based next to Mars.