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It’s official, Mars are the first advertisers to sell actual products on Facebook.

The application will launch on Valentine’s Day and is called Celebrate. The service will enable users to buy actual Mars gifts which can be redeemed at participating stores through the use of a scanable, unique mobile voucher ID.

A user on the Celebrate application will be able to select, for example, a virtual box of Maltesers and send it to a friend on Facebook. When this message is opened, the user will be asked to enter his or her mobile number and an SMS barcode will be sent. That user can then go into a participating store, pick up a box of Maltesers, have the mobile code scanned and then leave with the goods.

Sara Miles, a spokeswoman for Mars Snackfood UK said

We are very excited to be involved with this new ground-breaking initiative that gives our consumers a different way of sending confectionery gifts to friends and family.