In the world of candy bars, few names are as universally recognized as Snickers. Known for its irresistible combination of nougat, peanuts, caramel, and milk chocolate, this iconic bar has delighted fans for decades. However, in the UK and Ireland, people didn’t always call it Snickers. Before 1990, it went by a different name—Marathon.
The transition from Marathon to Snickers offers insight into global branding strategies, consumer reactions, and the enduring legacy of one of the world’s favorite candy bars. Let’s dive into the history of Snickers, the reasons behind the name change, and how the public responded.
The Original Name: Marathon
Before 1990, people in the UK and Ireland knew Snickers as Marathon. Mars, Inc. chose this name to resonate with British consumers, and it reflected themes of energy and endurance. The branding positioned the candy bar as an ideal snack for active individuals.
Introduced in the 1960s, the Marathon bar quickly became a household name in the UK. It contained the same delicious ingredients—peanuts, nougat, caramel, and chocolate—as the American Snickers bar, but it carried a distinct marketing approach. The name Marathon emphasized stamina and strength, qualities that resonated with consumers seeking an energy-packed snack.
Why Did the Name Change from Marathon to Snickers?
In 1990, Mars, Inc. made a strategic decision to align its branding globally. They replaced the name Marathon with Snickers in the UK and Ireland to standardize the brand worldwide. At the time, Snickers had already gained massive success in the U.S. and other international markets. This change allowed the company to unify marketing efforts and create stronger global recognition.
The name Snickers itself originated from a personal source—Mars named it after the family’s favorite horse. The quirky, memorable name helped the bar stand out in a crowded candy market, and aligning all products under this name helped solidify its global presence.
For a detailed history of Snickers, check out this Snickers History Guide.
Consumer Reactions to the Name Change
When Mars, Inc. changed the name from Marathon to Snickers, many consumers in the UK voiced their displeasure. Loyal customers had grown attached to the Marathon brand, with its association with energy and active lifestyles. For them, the name Snickers seemed unnecessary and unfamiliar.
Despite initial resistance, the rebranding succeeded in the long term. Over time, consumers adapted, and the Snickers brand continued to grow in popularity across the UK and Ireland. Today, Snickers remains one of the best-selling candy bars in the region.
Learn more about how global branding impacts product success in this Global Branding Analysis.
Snickers’ Success in the U.S.
While the UK knew it as Marathon, the U.S. market had always called it Snickers since the bar’s launch in 1930. Created by Mars, Inc., the Snickers bar quickly became a hit with its combination of peanuts, nougat, caramel, and milk chocolate. The name Snickers, inspired by the Mars family’s favorite horse, gave the product a unique identity that helped it stand out.
By the 1980s, Snickers had become one of the top-selling candy bars in the U.S., which further motivated Mars to standardize the name worldwide. The candy bar’s success in America set the stage for its global dominance.
Marathon’s Popularity in the UK and Ireland
For decades, the Marathon bar held a special place in the hearts of UK and Irish consumers. Launched in 1967, the Marathon bar targeted people looking for a snack that could fuel them throughout the day. Advertisements frequently emphasized the bar’s association with energy and endurance, which appealed to the active, sports-centric demographic.
Thanks to this branding, Marathon became a go-to snack in the UK and Ireland. However, by the time the 1990 name change occurred, Mars saw an opportunity to align with global markets and make the transition to Snickers.
The Impact of the Name Change
The shift from Marathon to Snickers significantly impacted how Mars marketed the bar in the UK and Ireland. To ease the transition, the company launched ad campaigns explaining the name change and reassuring customers that the product itself would remain the same.
While some loyal consumers missed the Marathon name, most eventually embraced the new branding. Over time, Snickers grew in popularity, and younger generations only knew the candy bar by this name. The transition helped Mars streamline its marketing efforts and strengthen the global identity of the Snickers brand.
The Return of the Marathon Bar in Limited Editions
In 2019, Mars, Inc. brought back the Marathon bar as a limited-edition release in the UK. This nostalgic move allowed long-time fans to enjoy the original branding, while still enjoying the classic Snickers recipe. The limited-edition Marathon bars hit store shelves with packaging reminiscent of the old design, and consumers eagerly purchased them.
The return of Marathon demonstrated how much consumers valued the original branding, even decades after the name change. This limited-edition release generated excitement and proved that nostalgia can have a powerful impact in marketing.
For more information on the return of the Marathon bar, check out this Marathon Relaunch Article.
The Evolution of Snickers Products
Since its inception, Snickers has evolved far beyond the original candy bar. Over the years, Mars, Inc. has introduced various versions of Snickers to meet changing consumer preferences. Some of the most popular versions include:
- Snickers Minis: Bite-sized pieces of the classic bar, perfect for snacking.
- Snickers Ice Cream Bars: A frozen treat combining the original Snickers flavors with creamy ice cream.
- Snickers with Almonds: A variation of the original, replacing peanuts with almonds.
- Snickers Dark Chocolate: A darker, richer twist on the classic recipe.
- Snickers Protein Bars: A high-protein version designed for fitness enthusiasts.
Each version has helped expand the appeal of Snickers, ensuring the brand remains relevant to new generations of candy lovers.
FAQs About Snickers and Marathon
What was the old name for Snickers in the UK and Ireland?
Before 1990, the Snickers bar was called Marathon in the UK and Ireland. The name changed as part of a global rebranding by Mars, Inc.
Why did the name change from Marathon to Snickers?
Mars, Inc. changed the name to align with its global branding strategy. The company wanted to standardize the product name across all markets.
Why was it originally called Marathon?
The name Marathon was chosen to evoke energy, endurance, and strength, aligning with the bar’s marketing as a snack for active individuals.
Did consumers like the name change?
Initially, many Marathon fans resisted the change, but over time, most accepted it. Today, Snickers is one of the best-selling candy bars in the UK and Ireland.
Can you still buy a Marathon bar today?
Yes, but only as a limited-edition release. Mars brought back the Marathon name in 2019 to celebrate the candy bar’s history.
Conclusion
The 1990 transition from Marathon to Snickers marked a significant moment in the brand’s history. While some long-time fans missed the original name, the global rebranding allowed Mars, Inc. to create a unified, stronger brand identity. Over time, Snickers has solidified its place as one of the world’s most beloved candy bars.
From its original launch as Marathon to the reintroduction of nostalgic limited editions, this candy bar continues to capture the hearts of consumers. Whether you remember it as Marathon or know it only as Snickers, one thing is certain—this candy bar remains a timeless classic.