#19 Forrest Edward Mars
$11,000 million
Cash-strapped consumers still have appetite for the Mars family's nearly recession-proof products: chocolate (Snickers, M&Ms), pet food (Pedigree). Created world's largest confectionery company by acquiring gum maker Wrigley last year for $23 billion. Combined sales now exceed $30 billion; much of the deal paid with debt. Grandfather Frank Mars began making chocolates 1911 in his kitchen in Tacoma, Wash. Father, Forrest Sr., invented M&Ms, then introduced malt-flavored nougat, the foundation of famous candy bar line that includes Milky Way, Snickers, 3 Musketeers. Third generation inherited company when dad died in 1999.
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