Introduction
Did you know that the Snickers bar—a globally beloved candy—wasn’t always called Snickers? In fact, this iconic treat went by a completely different name in the United Kingdom for decades. The journey from its original name to its current identity is fascinating, tied to branding strategies, evolving markets, and the Mars family legacy. In this article, we’ll uncover what the old name for a Snickers bar was before it changed, explore the history behind it, and learn why this rebranding happened.
From its humble beginnings to its global domination, the Snickers bar remains an enduring favorite. Buckle up as we explore the rich history, interesting facts, and everything you didn’t know about one of the most iconic candy bars ever!
Introduction to the Snickers Bar
Brief Overview of Its Global Popularity
The Snickers bar is no stranger to chocolate lovers across the world. Known for its irresistible mix of nougat, caramel, roasted peanuts, and milk chocolate, it has become one of the best-selling candy bars globally. Mars, Inc., the company behind Snickers, introduced this iconic candy in the United States in 1930. Since then, it has remained a staple snack for those looking to curb their hunger and satisfy their sweet tooth.
Its name, however, wasn’t always universal. For years, consumers in the United Kingdom didn’t know it as Snickers—they called it Marathon. For decades, the candy bar went by this unique identity, which is why the name change in the early 1990s became such a significant event in the candy world.
The Mars Family’s Legacy of Success
The Mars family has long been known as pioneers in the candy industry. Frank Mars, the founder of Mars, Inc., and his wife Ethel were instrumental in the creation of iconic candies like the Milky Way and Snickers. By combining simple ingredients in a revolutionary way, they crafted treats that were both delicious and filling.
The Snickers bar wasn’t just another product—it was born from a love for quality and innovation. Interestingly, the name “Snickers” wasn’t randomly chosen; it had a deep personal connection to the family, as we’ll see later. The candy bar’s rapid rise in popularity solidified Mars, Inc.’s position as one of the biggest confectionery companies in the world.
What Was the Old Name for a Snickers Bar Before It Changed?
So, what was the Snickers bar called in the United Kingdom? Before its rebranding in 1990, it was famously known as Marathon. For decades, British consumers enjoyed this classic bar under its distinctive name, which perfectly described its energy-boosting qualities.
The Marathon bar was launched in the UK in the 1960s, capturing the hearts of candy lovers across the nation. For those growing up in the ’70s and ’80s, the Marathon bar became a nostalgic symbol of childhood.
However, things changed in the 1990s. Mars, Inc. decided to standardize the branding of its popular candy bar across global markets. The name Marathon was replaced with Snickers, aligning it with the rest of the world. Although this rebranding made perfect sense for marketing purposes, it also left many British consumers wondering: Why did they change the name?
Why Was It Called Marathon in the UK?
The name Marathon wasn’t chosen without purpose. It reflected the candy bar’s promise of providing an energy boost—much like the stamina required for a marathon. This clever branding resonated well with consumers, as the bar was filling, hearty, and perfect for an on-the-go snack.
For years, the Marathon bar competed with other popular candies like Mars, Milky Way, and Cadbury products. Its unique name and positioning helped it carve out a loyal fan base in the UK. The word “Marathon” became synonymous with this nutty, chewy treat, and British consumers developed a strong attachment to the name.
But, as with any global brand, consistency became key. Mars, Inc. saw the need to unify its identity across all markets. The decision to retire the Marathon name in favor of Snickers wasn’t about abandoning tradition—it was about aligning the UK market with the global brand strategy.
Reasons for the Name Change
Why the Name Changed from Marathon to Snickers
The decision to change the Marathon bar name to Snickers in 1990 wasn’t a spur-of-the-moment choice. Instead, it was part of a broader strategy by Mars, Inc. to create a unified brand identity across global markets. At the time, Mars wanted all its popular products to carry the same name worldwide, and this change wasn’t limited to just the UK.
For years, British consumers were attached to the Marathon name, but in the United States and most other countries, the candy had always been called Snickers. The name was chosen after one of the Mars family’s beloved horses, which adds a personal touch to its identity. By rebranding the bar as Snickers in the UK, Mars aligned its product with the global market and simplified international marketing campaigns.
The Timeline of the Rebranding
The name change didn’t happen overnight. Mars, Inc. carefully planned the transition to minimize confusion and resistance from loyal customers. In the late 1980s, the company introduced packaging that featured both names—Marathon and Snickers—side by side. This helped ease the shift by familiarizing British consumers with the Snickers branding.
By 1990, Mars, Inc. had officially retired the Marathon name, and the bar was sold exclusively as Snickers. Advertisements and packaging reinforced the change, emphasizing that while the name was new, the taste and ingredients remained exactly the same. This strategy helped reassure customers who were hesitant about the transition.
Public Reaction to the Name Change in the UK
For many Britons, the decision to rename the Marathon bar felt like the end of an era. Nostalgic candy lovers who had grown up with the Marathon brand were initially resistant to the change. After all, when a product has a name for over three decades, it becomes ingrained in popular culture and memory.
Some consumers expressed disappointment, believing the new name stripped away a part of their childhood. Despite the initial backlash, Mars, Inc. stuck to its decision, confident that the change was necessary for the candy bar’s global success. Over time, British consumers grew accustomed to the Snickers name, and today, it’s hard to imagine the bar being called anything else.
While a small segment of loyalists still fondly remembers the Marathon bar, the Snickers rebranding was ultimately a success. By aligning with global markets, Mars, Inc. strengthened its branding and reinforced Snickers’ position as a worldwide favorite.
The Evolution of Snickers
The Ingredients of Snickers: Then and Now
The Snickers bar has stood the test of time not just because of its name but because of its delicious, timeless recipe. Whether it was called Marathon in the UK or Snickers elsewhere, the candy bar’s signature ingredients have remained largely unchanged.
What makes the Snickers bar so irresistible? Its perfect combination of:
- Nougat – A chewy, sweet base that adds texture.
- Caramel – Rich and gooey, it brings the sweetness to life.
- Roasted peanuts – The salty crunch that sets Snickers apart.
- Milk chocolate coating – A smooth, creamy layer that ties it all together.
Although the formulation has seen minor tweaks over the years to improve production efficiency and meet changing dietary standards, the core ingredients have remained consistent. This commitment to quality and tradition is one of the reasons Snickers remains a fan favorite worldwide.
Packaging Over the Years
The evolution of Snickers packaging tells its own fascinating story. Back when the bar was called Marathon in the UK, the wrapper had a simple, bold design. The word “Marathon” was displayed prominently in block letters, often in blue, red, or white against a brown background. The look was minimalistic but iconic, reflecting the straightforward nature of the candy itself.
When the name changed to Snickers in 1990, the packaging underwent a significant update. The modern Snickers wrapper featured the now-famous bold, white lettering on a brown background. The design was sleeker, more modern, and better aligned with global branding standards.
Over the years, minor changes in the packaging have occurred—shiny wrappers, promotional slogans, and colorful limited-edition designs. Despite these updates, the overall design remains instantly recognizable, thanks to the iconic Snickers logo.
The Cultural Significance of the Name ‘Snickers’
The name Snickers isn’t just catchy; it carries personal significance for the Mars family. Named after one of their favorite horses, the name reflects the family’s passion for animals and the personal touch they brought to their business.
The word “Snickers” itself is light, fun, and memorable. This playful tone adds to the candy bar’s appeal, making it stand out in a crowded market. Interestingly, the name change from Marathon to Snickers also highlights how branding evolves over time to meet global demands.
While the Marathon bar remains a nostalgic memory for many, the Snickers name has taken on a life of its own, symbolizing more than just a candy bar—it’s a global icon that represents satisfaction, indulgence, and quality.
Marketing Strategies of Snickers
Key Marketing Campaigns Over the Decades
The Snickers bar has not only thrived because of its delicious recipe but also due to its powerful marketing campaigns. Over the years, Mars, Inc. has consistently adapted its strategies to remain relevant, reaching audiences across generations and cultures.
In its early days, advertisements focused on the taste and energy the bar provided, appealing to people needing a snack to keep them going. The original campaigns highlighted the bar’s substantial ingredients, especially the roasted peanuts and caramel, making it stand out from competitors.
However, as times changed, so did Snickers’ marketing. In the 2010s, Mars launched one of its most iconic campaigns—“You’re Not You When You’re Hungry.” This slogan became a global sensation, connecting Snickers to the idea of satisfying hunger and restoring your “normal self.” The campaign was clever, relatable, and humorous, featuring celebrities and comedic situations where hunger transformed people into exaggerated versions of themselves.
This campaign helped Snickers resonate with younger audiences while reinforcing its reputation as a filling snack. It wasn’t just about satisfying a sweet tooth anymore—it was about curbing hunger in a fun and engaging way.
The “You’re Not You When You’re Hungry” Campaign
Launched in 2010, this campaign changed the way candy bars were marketed. Instead of solely focusing on flavor, Mars, Inc. emphasized Snickers’ ability to satisfy hunger. The ads featured scenarios where someone “hungry” transformed into a completely different person, often a grumpy or outrageous version of themselves. The punchline? Eating a Snickers bar brought them back to normal.
This humorous take resonated with audiences worldwide, spawning memorable ads with stars like Betty White and Mr. T. The relatable message—hunger can make us act out of character—gave Snickers an edge in a crowded market. It also solidified its position as not just a candy bar but an energy-boosting snack.
Thanks to the “You’re Not You When You’re Hungry” campaign, Snickers became more than a treat; it became synonymous with satisfaction. The clever messaging struck a perfect balance between humor and practicality, helping it remain one of the top-selling candy bars globally.
How the Name Change Influenced Global Branding
The transition from Marathon to Snickers wasn’t just about consistency—it paved the way for more cohesive global marketing. Before the name change, Mars, Inc. faced challenges running campaigns across different regions. A candy bar with multiple names created unnecessary complexity.
By standardizing the brand as Snickers, Mars streamlined its messaging and positioned the bar for global success. Campaigns like “You’re Not You When You’re Hungry” were now easier to roll out worldwide, helping the candy bar maintain a universal identity.
Moreover, the Snickers name aligned better with modern branding principles. It was short, catchy, and had a unique personal backstory, making it easier to remember. Although the name change initially upset British fans, it ultimately strengthened the candy’s place as a global icon.
Snickers’ Global Impact
Snickers’ Success in the United States
In the United States, Snickers has been a staple since its introduction in 1930. The candy bar quickly became a favorite among American consumers for its unique combination of sweet and salty flavors. Unlike other chocolate bars at the time, Snickers featured roasted peanuts, which added a satisfying crunch and made it more filling.
The bar’s substantial nature also gave it an edge. Marketed as an energy-boosting snack, it appealed to workers, students, and athletes looking for a quick pick-me-up. Its popularity skyrocketed during World War II when it was included in soldiers’ rations, further solidifying its reputation as a reliable and satisfying treat.
Today, Snickers remains one of the most popular candy bars in the U.S., generating billions in annual sales. It continues to dominate convenience store shelves, vending machines, and Halloween candy bags, proving that its classic recipe still resonates with American consumers.
Snickers’ Popularity Across Europe and Asia
The Snickers bar isn’t just an American favorite—it has found its way into markets across Europe, Asia, and beyond. After the rebranding from Marathon to Snickers in the UK, the candy bar’s global appeal soared.
In Europe, Snickers quickly became a household name, thanks to its consistent branding and smart marketing campaigns. The bar’s affordability and filling nature made it an ideal snack for people on the go. Its appeal extended across generations, from schoolchildren to working professionals.
In Asia, Mars adapted its strategy to cater to regional preferences, introducing limited-edition flavors that appealed to local tastes. Variations like Snickers with green tea and almonds became popular in countries like China and Japan, showcasing the brand’s ability to evolve while staying true to its core recipe.
The decision to standardize the name Snickers played a crucial role in this success. It allowed Mars to position the candy bar as a global snack, easily recognized and loved no matter where it was sold.
Limited-Edition Snickers Flavors Around the World
While the original Snickers bar remains a classic, Mars has experimented with limited-edition flavors to keep things exciting. These variations often feature unique ingredients or minor twists on the original recipe, appealing to adventurous snackers.
Some popular limited-edition flavors include:
- Snickers Almond – A twist that replaces peanuts with crunchy almonds.
- Snickers Peanut Butter – A creamier version, combining peanut butter with caramel and nougat.
- Snickers Hazelnut – Featuring hazelnuts for a more refined, nutty taste.
- Snickers White Chocolate – A sweet twist with a white chocolate coating.
These innovative flavors cater to evolving consumer preferences while staying true to the essence of the Snickers brand. By introducing regional and seasonal flavors, Mars keeps the brand fresh, exciting, and relevant worldwide.
Competitive Landscape of Candy Bars
Snickers vs. Other Popular Candy Bars
The Snickers bar holds a unique place in the candy world, but it hasn’t always had an easy ride. Over the years, it’s faced stiff competition from other well-known brands, each offering something slightly different to appeal to chocolate lovers.
For instance, Milky Way, also produced by Mars, focuses on a softer, creamier texture without peanuts, making it a lighter option. Meanwhile, Reese’s Peanut Butter Cups target fans of the chocolate-peanut butter combination, and 3 Musketeers appeals to those who prefer a fluffy, whipped filling.
What sets Snickers apart, however, is its hearty and satisfying nature. While other bars prioritize sweetness or lightness, Snickers delivers on multiple fronts: a chewy nougat base, gooey caramel, crunchy roasted peanuts, and a rich chocolate coating. This mix of flavors and textures not only sets it apart but also makes it feel like a more substantial snack.
Additionally, Snickers’ marketing strategies, such as its focus on satisfying hunger, have positioned it as not just a candy but a practical snack option. This clever branding gives Snickers an advantage over competitors that are often marketed purely as indulgent treats.
How Snickers Stood Out in the Competitive Market
In the 20th century, the candy bar market became increasingly crowded. With brands like Cadbury, Nestlé, and Hershey’s introducing new products regularly, staying relevant was no small feat. Yet Snickers managed to carve out a space of its own, thanks to several key factors:
- Unique Recipe: The combination of nougat, peanuts, caramel, and chocolate gave Snickers a distinctive taste and texture, unlike anything else on the market.
- Focus on Satisfaction: While most candy bars were promoted as sweet indulgences, Snickers emphasized its ability to curb hunger. This “snack-first” approach resonated with busy consumers looking for a quick energy boost.
- Global Consistency: By standardizing its name and branding, Mars, Inc. made Snickers instantly recognizable worldwide. This global reach helped the bar maintain its dominance in an increasingly competitive market.
Another factor that helped Snickers stand out is its adaptability. Over the years, Mars has introduced variations of the original bar—like Snickers Almond and Snickers Cruncher—to cater to changing tastes. At the same time, the company stayed true to the core formula, ensuring that fans of the original bar remained loyal.
While many candy bars have come and gone, Snickers has endured. Its ability to balance innovation with tradition is a key reason it remains one of the top-selling candy bars globally.
Fun Facts and Trivia About Snickers
The Story Behind the Name ‘Snickers’
One of the most intriguing aspects of the Snickers bar is its name. While many brands opt for names that describe their ingredients or evoke sweetness, Snickers stands out for its personal connection to the Mars family.
The candy bar was named after one of the Mars family’s favorite horses. Yes, you read that right—a horse! The family, who had a passion for horses and farm life, decided to immortalize their beloved animal by naming their newest candy bar after it.
It might seem unusual to name a candy after a horse, but the name “Snickers” has a fun, lighthearted ring to it. It’s short, catchy, and memorable—everything you’d want in a brand name. Interestingly, this unique choice gave Snickers an identity that set it apart from competitors.
Interesting Facts About the Mars Family
The Mars family, founders of Mars, Inc., have a fascinating legacy. Beyond creating the Snickers bar, they’re responsible for some of the most iconic candy brands in the world, including Milky Way, M&M’s, and Twix.
Here are a few fun facts about the family and their candy empire:
- Frank Mars started the company in 1911 in Tacoma, Washington, selling hand-dipped chocolates.
- The Snickers bar, introduced in 1930, was one of the first candy bars to combine peanuts, caramel, and nougat.
- The Mars family has always been deeply private. Despite their global success, they’ve maintained a low profile and rarely give interviews.
- Mars, Inc. remains a family-owned company to this day, with generations of the Mars family continuing to oversee its operations.
Other Fun Trivia About Snickers
- World’s Best-Selling Candy Bar: Snickers has consistently ranked among the world’s top-selling candy bars, with billions sold annually.
- A Bar for Athletes: In the 1960s and 70s, Snickers was heavily marketed as an energy bar for athletes, thanks to its high protein content from peanuts.
- Astronaut Snack: Snickers has even traveled to space! It’s been included in astronaut rations on several missions, proving it’s a snack that’s truly out of this world.
- World Records: The largest Snickers bar ever created weighed over 4,700 pounds and was made in Texas in 2010 to celebrate the brand’s 80th anniversary.
These fascinating facts and stories add to the charm of the Snickers bar. While the name Marathon may hold nostalgic value for some, the global success of Snickers proves that this candy bar is truly timeless.
Frequently Asked Questions
What was Snickers originally called?
In the United Kingdom, the Snickers bar was originally called Marathon. This name was used for several decades before Mars, Inc. decided to unify the brand under a single global name, Snickers, in 1990.
Why did the name Marathon change to Snickers?
The name change was part of a global branding strategy by Mars, Inc. By replacing Marathon with Snickers, the company aimed to simplify marketing and make the product instantly recognizable worldwide.
When was Snickers first introduced?
The Snickers bar was first introduced in the United States in 1930. Created by Mars, Inc., the candy bar quickly became a popular snack due to its delicious mix of nougat, caramel, peanuts, and milk chocolate.
What are the main ingredients in a Snickers bar?
The classic Snickers bar features a blend of:
- Chewy nougat as the base
- Rich, gooey caramel
- Crunchy roasted peanuts
- A creamy milk chocolate coating
These ingredients combine to give Snickers its unique taste and texture.
Why did the Mars family choose the name Snickers?
The name Snickers was inspired by one of the Mars family’s favorite horses. The family had a deep love for animals and decided to name their candy bar after this beloved horse, giving the product a personal and memorable identity.
How did Snickers become a global brand?
The global success of Snickers can be attributed to Mars, Inc.’s strategic marketing campaigns and the standardization of its name across international markets. Campaigns like “You’re Not You When You’re Hungry” further solidified its position as a snack synonymous with satisfaction.
Conclusion
The journey of the Snickers bar from its origins as Marathon to its global recognition is a testament to the power of branding, consistency, and innovation. While the name change in 1990 stirred nostalgia among UK consumers, it also marked a significant step in unifying the brand’s identity worldwide.
What makes Snickers stand the test of time is its ability to deliver satisfaction. Whether you remember it as Marathon or know it as Snickers, the timeless recipe—a perfect combination of nougat, caramel, peanuts, and milk chocolate—remains unchanged. Add to that brilliant marketing campaigns and its adaptability with limited-edition flavors, and it’s no wonder that Snickers continues to dominate the global candy market.
The next time you unwrap a Snickers bar, take a moment to appreciate its rich history, from its humble beginnings and name changes to becoming a household name loved across generations and continents.