Effem Foods has realigned its advertising assignments according to the global plan of u.s. parent company Mars, leaving longtime agency Bates Canada out in the cold.

The end of the 40-year relationship between Effem and Bates, a division of Saatchi & Saatchi Worldwide, means the loss of Uncle Ben’s, Snickers, m&m’s, Pedigree and Kal Kan brands, and $10 million in billings to the agency.

Last month, McLean, Va.-based Mars responded to the ouster of Maurice Saatchi as chairman of the u.k.’s Saatchi & Saatchi PLC, by pulling its account from the agency and its divisions.

Mars later named D’Arcy Masius Benton & Bowles, Grey Advertising and new addition BBDO Worldwide as the three core international ad agencies on its US$1 billion global business.

bbdo gets Snickers and m&m’s from Bates; Bounty bar from dmb&b; and Cesar Dog Food and Sheba Cat Food from Grey.

Grey keeps Dove Chocolate, Waltham Pet Foods, and gains Starburst Fruit Chews, Kal Kan brand dog food and Pedigree Pal Pet Food from Bates.

dmb&b keeps Mars, Twix, Skittles, Whiskas Cat Food, and picks up Uncle Ben’s rice, pasta and sauces from Bates.

The realignment should be complete by the beginning of June.