Mars is bringing back the Marathon bar in the UK, 34 years after it was rebranded as Snickers, much to the dismay of fans at the time. The nostalgic revival comes in the form of a limited-edition “Marathon retro edition” to celebrate Mars’ 90 years of chocolate production in the UK.
Steve Waters, senior brand manager, expressed excitement over the temporary return, highlighting how it caters to fans who remember the original branding. The Snickers bar, known for its nougat, caramel, peanuts, and milk chocolate, was originally launched in the US in 1930.
In the UK, it was sold as Marathon from 1967 until the 1990 rebrand, which aimed to unify the product names worldwide. The original reason for the UK’s alternative name was concern that Snickers rhymed with ‘knickers.’
The reintroduction taps into a strong sense of nostalgia, as evidenced in pop culture references, like in the TV show Unforgotten, where a Marathon wrapper helped suggest a victim’s death occurred long ago. Brands sometimes underestimate consumer loyalty, as seen with Nestlé’s decision to discontinue Caramac last year, which prompted disappointment among fans.
However, following public demand, the bar made a comeback in stores during the summer, allowing people to savour and stock up. This offers hope for fans of other discontinued products.
What Other Media Are Saying
- Metro reported that Mars’s decision to revive the Marathon name taps into nostalgia, appealing to long-time fans. This clever marketing strategy not only celebrates history but also engages a new generation of consumers. (Read more).
- The Mirror sees the limited-time return of Marathon bars as a savvy move by Mars Wrigley, reigniting fond memories while catering to a market eager for retro products and unique experiences. (Read more)
- Sky News sees Mars Wrigley cleverly capitalising on nostalgia. This initiative not only revives a beloved treat but also strengthens brand loyalty among consumers. (Read more)
Frequently Asked Questions
Here are some common questions asked about this news
Is the Marathon bar coming back to the UK?
Yes, Mars is reintroducing a limited-edition Marathon bar to celebrate its 90 years of chocolate production in the UK.
Why did Mars change the Marathon bar name to Snickers?
Mars changed its name in 1990 to match the Snickers brand worldwide, which launched in the US in 1930.
Why was the Snickers bar called Marathon in the UK?
In the UK, it was named Marathon to avoid associations with “knickers”, which Snickers rhymed with.
How long was the Marathon bar available before the rebrand?
The Marathon bar was available in the UK from 1967 until the name change in 1990.
Why is Mars bringing back the Marathon bar now?
Mars is reintroducing it for a limited time to cater to nostalgic fans and mark a milestone for the company’s UK operations.
