Mars Wrigley UK has reintroduced the iconic Marathon chocolate bar, formerly known as Snickers, to UK supermarkets for a limited period.
- This nostalgic relaunch is exclusive to Morrisons stores, available until December.
- The initiative is a tribute to over 90 years of Mars’ chocolate production in the UK.
- The Marathon bar was originally launched in 1967 and rebranded as Snickers in 1990.
- Past limited releases under the Marathon name have seen significant consumer interest.
Mars Wrigley UK has announced a nostalgic return, reviving the iconic Marathon chocolate bar, known today as Snickers, on a temporary basis. For the first time in 34 years, this will be available on British supermarket shelves, specifically in Morrisons, until December.
The revival is a strategic move aimed at capitalising on the nostalgic value attached to the Marathon name, a brand beloved by many UK consumers. This decision coincides with Mars Wrigley’s 90-year celebration of chocolate manufacturing in the UK, marking a significant milestone in their operations.
According to Mars Wrigley’s senior brand manager, Steve Waters, the company is excited about this limited-edition release. He remarked, “We’re excited to bring back the Marathon bar branding for a limited period. It’s a great way to celebrate over 90 years of Mars making chocolate in the UK. We hope fans of Snickers, who remember when it was called Marathon, will enjoy picking it up in store.” Waters’ statement underscores the emotional connection and brand loyalty that the Marathon name still evokes.
The Marathon bar initially debuted in the UK market in 1967 but underwent a rebranding to Snickers in 1990 as part of a global alignment strategy. Despite the name change, the original Marathon branding maintained a loyal following, with some consumers expressing a preference for the classic name. Some even resisted purchasing the bar under its new branding.
Mars previously attempted a similar revival in 2019, with impressive sales of over 4 million bars sold within a span of 12 weeks, indicating robust market demand for the nostalgic product.
Mars’ reintroduction of the Marathon bar illustrates the enduring appeal and consumer loyalty towards nostalgic brands.
