Name with sentiment
The Snickers® bar owes its name to … a horse. The beloved mount of the Mars family died just before the premiere of the product, and with his name it was decided to celebrate a new product1. Interestingly, for many years in Great Britain the bar was sold under the name Marathon to avoid unwanted associations with the word “knickers”. The brand returned to its original name only in 1990, and in 2024 Marathon appeared again, this time in a limited retro edition, arousing nostalgia among British consumers2.
From manual production to the global giant
Initially, the Snickers® bars were made by hand – nugat was poured on a tray, a layer of caramel and nuts was added, and then cut and immersed in melted chocolate two. In 1939, its composition included, among others Sweet milk, coconut oil and egg proteins. With the passage of time, more and more advanced production methods were implemented, which allowed to meet the growing demand on the market.
The increase in the popularity of Snickers® bars went hand in hand with the development of advertising. In the 70s, the brand’s recognition was so large that in 1975 the name Snickers was baptized with a small galaxy discovered near the Milky Way4.
Supporting sport and entertainment around the world
The Snickers® brand has been actively involved in the world of sport for years, supporting the most important events on the international arena. Already in 1984 she was an official sponsor during the Olympic Games in Los Angeles. Snickers® also supported leading football and athletic events. He patronized, among others The Summer Olympic Games in Seoul (1988), Barcelona (1992) and Beijing (2008) and also taking place in the capital of China to the Winter Olympic Games 2022) 5. The brand was also a long -term sponsor of the car with the number 18 starting in the Nascar series – the most popular races in the United States.
The flavors that get into the tastes of the world
Snickers® has been surprising for years with a variety of flavors – from classic, through variants with peanut butter, coffee, pistachios, white and dark chocolate, to a popular ice version. Mark is not afraid of experiments, just like its fans. In Scotland, Snickers® is very popular in … fried. Studies show that over 20% of traditional Fish & Chips bars offer it in this form6.
Original advertising campaigns are also the strength of the brand. One of the most iconic was the one from 2010 – “You’re not you when you’re hungry” (“You are not yourself when you are hungry”) initiated by advertising with the participation of Betty White broadcast during Super Bowl. The British version of this campaign was advertising with Rowan Atkinson, who as a clumsy Kung-Fu master appeared in the scenery of ancient China. The slogan quickly gained global recognition and permanently inscribed in pop culture, strengthening the image of the bar as a snack ideal for sudden hunger7.
Made in Poland: 3.2 million bars per day
In Janaszówek near Sochaczew there is one of the key European factories producing chocolate delicacies from the Mars portfolio. This year, the plant will celebrate its 30th anniversary. Even 3.2 million Snickers® bars are created there, which go to over 50 markets in Europe, but also in the Middle East and Africa. Chocolate topping owes its unique taste to a unique recipe and properly selected cocoa content. From 2023, all European factories Mars Wrigley, including the one in Janaszówek, use only cocoa from sustainable sources8.
95 years of chocolate history
Today, Snickers® is not only a popular bar – it is an element of pop culture, present in movies, series and everyday life of millions of people. 95 years after the premiere, it still symbolizes energy, pleasure and taste that the whole world knows.
