Introduction to Snickers
The Snickers candy bar, now a globally recognized chocolate treat, has an interesting history. Known for its perfect combination of nougat, peanuts, caramel, and chocolate, Snickers is a favorite among candy lovers worldwide. However, what many people may not know is that it didn’t always go by this name in every market.
While the Snickers brand gained international fame, it was originally known by a different name in several regions. This article will explore the fascinating journey of how Snickers was once known as Marathon in the UK, the reasons for the name change, and how it became the iconic brand we know today.
The Inception of Snickers
Before diving into the name change, it’s essential to understand the origins of the Snickers bar. Mars, Inc. first created the Snickers candy bar in 1930 at their facility in Chicago. They designed Snickers to combine delicious flavors that appealed to the mass market.
Mars introduced the bar in the United States, where it quickly gained popularity thanks to its unique mix of peanuts, nougat, caramel, and chocolate.
The Mars family named the original bar Snickers after their favorite horse.
While Snickers quickly became a household name in the United States, the bar carried a completely different name in other parts of the world.
Why Was Snickers Called Marathon in the UK?
When Mars, Inc. introduced Snickers to the UK in 1968, they chose not to call it Snickers. Instead, they marketed the bar as the Marathon bar. But why did they change the name for the UK market?
They decided to cater to British consumers’ preferences and market trends at the time. Mars, Inc. believed the name Marathon would resonate better with the British audience, as it symbolized energy and endurance—qualities they associated with the snack.
- The Marathon bar was identical to Snickers in terms of ingredients and taste, featuring nougat, caramel, peanuts, and chocolate.
- The bar remained a beloved snack in the UK under this name for over two decades.
If you want to explore the Marathon bar’s history and why it resonated so well with UK audiences, you can read more about it on The Independent’s article.
Snickers Rebranding in 1990: A Global Strategy
By the 1990s, Mars, Inc. aimed to standardize its branding across all markets. In 1990, the company decided to rebrand the Marathon bar as Snickers in the UK to unify the product name under a single global identity.
Consumers in the United States, Australia, and most parts of the world already recognized the bar as Snickers.
This rebranding aligned the UK market with global recognition, strengthening brand consistency.
The name change received mixed reactions initially. Some long-time British consumers felt nostalgic for the Marathon name, while others quickly embraced Snickers’ new global identity.
For a deeper look at how this name change fit into a broader global strategy, visit Snickers’ official history page.
Evolution of Snickers Marketing
Snickers became known for some of the most memorable marketing campaigns in the world. During the 1990s and 2000s, its commercials shaped the brand’s identity, focusing on its ability to satisfy hunger.
The slogan, “You’re not you when you’re hungry,” became closely tied to the brand.
Celebrity endorsements and humorous ads further boosted its global appeal.
These campaigns helped the brand become a leading candy bar worldwide, whether known as Marathon or Snickers. If you’re a fan of this classic treat, try incorporating it into a dessert—check out this delicious Snickers Cake recipe for a sweet twist.
Comparison of Snickers and Marathon: Was There a Difference?
Even though the name changed, many consumers wondered whether there were any significant differences between the Snickers and Marathon bars. In reality, the bars were identical in terms of ingredients and taste.
- Both bars contained the same combination of nougat, peanuts, caramel, and chocolate.
- The only major difference between the two was the name and packaging design.
However, for some consumers, the rebranding carried sentimental value. Those who grew up with the Marathon bar were sad to see the familiar name disappear from store shelves, even though the product itself remained unchanged.
The Brief Return of Marathon Branding
For those who were nostalgic for the Marathon name, Mars, Inc. brought back the Marathon branding as a limited-edition release in 2019. This move was part of a broader trend of brands tapping into consumer nostalgia.
- The Marathon bar was available in select stores in the UK for a short period.
- The limited-edition release was a hit among consumers who remembered the original Marathon branding.
The relaunch sparked interest and discussions online, with many fans of the bar reminiscing about its original packaging and name. While this return was temporary, it showed the lasting impact that the Marathon brand had on UK consumers.
FAQ:
1. What Was Snickers Called Before 1990?
In the UK, Snickers was known as Marathon until 1990, when Mars, Inc. rebranded the bar to align with its global name.
2. Why Was Snickers Called Marathon in the UK?
The bar was called Marathon in the UK to cater to local preferences. The name represented energy and endurance, qualities associated with the snack.
3. When Did Snickers Change Its Name?
The rebranding occurred in 1990, when Mars, Inc. standardized the product’s name worldwide.
4. Did the Recipe Change During the Rebranding?
No, the recipe stayed exactly the same. Only the name and packaging were changed.
5. Why Did They Name Snickers After a Horse?
The Mars family named the bar after their favorite horse, Snickers. This name was eventually adopted globally after the 1990 rebranding.
6. Are There Other Candies with Name Changes?
Yes, many other candies have gone through similar rebranding processes in different regions. For instance, Twix was originally known as Raider in Europe.
Snickers Today and Its Global Legacy
Snickers represents more than just a candy bar—it stands as a cultural icon. Its successful global marketing campaigns, consistent quality, and recognizable name have helped the brand maintain its position as one of the best-selling chocolate bars in the world.
Now available in over 70 countries, the bar has become a truly global brand.
Innovative campaigns and consistent branding have solidified its legacy.
Though the Marathon bar may no longer exist, nostalgia for the name still lives on in the hearts of many UK consumers. Meanwhile, the brand continues to thrive, showcasing the power of global branding.
Conclusion:
The transition from Marathon to its current name wasn’t just about changing a label—it was about establishing a unified brand identity that could stand the test of time. The rebranding in 1990 allowed Mars, Inc. to create a globally recognized candy bar, ensuring that it would remain a dominant force in the candy market for decades to come.
Whether you knew it as Marathon or by its new name, one thing remains clear: this candy bar has become a cultural staple worldwide.
The story of the name change serves as a reminder of the importance of branding and how a simple name can carry so much meaning.
With its rich history and unforgettable marketing, the candy continues to be a favorite among chocolate lovers—and its legacy is one that will likely continue for generations.