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Snickers wrapped.jpg
Product typeConfectionery
OwnerMars, Incorporated
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This article is about the candy bar. For other uses, see Snickers (disambiguation).
Snickers wrapped.jpg
Product typeConfectionery
OwnerMars, Incorporated

Snickers is a brand name chocolate bar made by Mars, Incorporated. It consists of nougat topped with caramel and peanuts, enrobed in milk chocolate.[1] Snickers has annual global sales of $2 billion.[2]

In the United Kingdom, the Isle of Man, and Ireland, Snickers was sold under the brand name Marathon until 1990.[3] More recently, Snickers Marathon branded energy bars have been sold in some markets.[4]


In 1930[5] Mars introduced Snickers, named after the favorite horse of the Mars family.[6] The Snickers candy bar consists of nougat, peanuts, and caramel with a chocolate coating. The bar was marketed under the name "Marathon" in the UK and Ireland until July 19, 1990, when Mars decided to align the UK product with the global Snickers name (Mars had marketed and discontinued an unrelated bar named Marathon in the United States during the 1970s). There are also several other Snickers products such as Snickers mini, dark chocolate, ice cream bars, Snickers with almonds, and Snickers peanut butter bars.[7]

Snickers Duo[edit]

A replacement for the king size Snickers bar was launched in the UK in 2004 and designed to conform to the September 2004 Food and Drink Federation (FDF) "Manifesto for Food and Health". Part of the FDF manifesto was seven pledges of action to encourage the food and drink industry to be more health conscious.[8] Reducing portion size, clearer food labels, and reduction of the levels of fat, sugar, and salt were among the FDF pledges. Mars Incorporated pledged to phase out their king-size bars in 2005 and replace them with shareable bars. A Mars spokesman said: "Our king-size bars that come in one portion will be changed so they are shareable or can be consumed on more than one occasion. The name king-size will be phased out."[8]

These were eventually replaced by the 'Duo', a double bar pack. Though this change to Duos reduced the weight from 3.5 to 3.29 ounces (99 to 93 g), the price remained the same. The packaging has step-by-step picture instructions of how to open a Duo into two bars, in four simple actions.[9] As Mars stated fulfillment of their promise, the Duo format was met with criticism by the National Obesity Forum and National Consumer Council.[10]

Australian recall[edit]

On December 25, 2000, tens of thousands of Snickers and Mars Bars were removed from New South Wales store shelves due to a series of threatening letters which resulted in fears that the chocolate bars had been poisoned.[11] Mars received letters from an unidentified individual indicating that they planned to plant poisoned chocolate bars on store shelves.[11] The last letter sent included a Snickers bar contaminated with a substance which was later identified as rat poison.[11] The letters claimed that there were seven additional chocolate bars which had been tampered with and which were for sale to the public.[11] As a precautionary measure, Mars issued a massive recall.[11] Mars said that there had been no demand for money and complaints directed to an unidentified third party.[11]

Caloric value[edit]

The USDA lists the caloric value of a 2 ounce (57 gram) Snickers bar as 280 calories (1,200 J).[12] The UK bar is now just 48g, with 245 kcal. In Canada, the 52g bar is 250 calories.

Products containing Snickers[edit]

Containing approximately 450 calories (1,900 J) per bar,[13] deep fried chocolate bars (including Snickers and Mars bars) became a specialty in fish and chips shops in the Scotland in 1995,[14] and in the early 2000s, became popular at US state fairs.

In 2012, the British Food Commission highlighted celebrity chef Antony Worrall Thompson's "Snickers pie",[15] which contained five Snickers bars among other ingredients, suggesting it was one of the unhealthiest desserts ever; one slice providing "over 1,250 calories (5,200 J) from sugar and fat alone", more than half a day's requirement for an average adult. The pie had featured on his BBC Saturday programme some two years earlier and the chef described it as an occasional treat only.[16]

The Cheesecake Factory restaurant bakes and sells its own "Snicker's Bar Chunks and Cheesecake" which consists of its own Original Cheesecake with whole Snickers chunks baked into it. It is topped with peanuts and drizzled with chocolate sauce for the plate presentation.[17]



Others include:


Not Going Anywhere For a While?[edit]

Beginning in 1995, Snickers ran ads which featured someone making a self-inflicted mistake, with the voice-over saying "Not going anywhere for a while? Grab a Snickers!".

One such ad had a player for a fictional American football team showing off his new tattoo of the team's logo on his back to his teammates. He then shows it to his head coach who, after complimenting the tattoo, immediately tells him that he's been traded to Miami. The player then goes to have his old team's logo replaced with the new team's logo.[21]

Some of the ads were done in conjunction with the National Football League, with whom Snickers had a sponsorship deal at the time. One memorable ad featured a member of the grounds crew at Arrowhead Stadium painting the field for an upcoming Kansas City Chiefs game in hot, late-summer weather. After finishing one of the end zones, and visibly exhausted, one of the Chiefs players walks up to him and says the field looks great, "but who are the Chefs?", showing that despite all the hard work the painter accidentally omitted the "i" in Chiefs.[22]

Snickers Feast[edit]

In 2007, Snickers launched a campaign which featured Henry the VIII and a Viking among others who attend the "Snickers Feast". It consisted of various commercials of the gang and their adventures on the feast.[23]

Super Bowl XLI commercial[edit]

On February 4, 2007, during Super Bowl XLI, Snickers commercials aired which resulted in complaints by gay and lesbian groups against the maker of the candy bar, Masterfoods USA of Hackettstown, New Jersey, a division of Mars, Incorporated. The commercial showed a pair of auto mechanics accidentally touching lips while sharing a Snickers bar. Realizing that they "accidentally kissed", they, in three of the four versions, "do something manly" (mostly in the form of injury, including tearing out chest hair, striking each other with a very large pipe wrench, and drinking motor oil and windshield washer fluid). In the fourth version, a third mechanic shows up and asks if there is "room for three in this Love Boat".

Complaints were lodged against Masterfoods that the ads were homophobic. Human Rights Campaign president Joe Solmonese is quoted as saying

"This type of jeering from professional sports figures at the sight of two men kissing fuels the kind of anti-gay bullying that haunts countless gay and lesbian school children on playgrounds all across the country."[24]

Gay and Lesbian Alliance Against Defamation (GLAAD) president Neil Giuliano said "That Snickers, Mars and the NFL would promote and endorse this kind of prejudice is simply inexcusable." Masterfoods has since pulled the ads and the website.[24][25][26]

Mr. T[edit]

In 2006, Mr. T starred in a Snickers advert in the UK where he rides up in an army tank and shouts abuse at a football player who appears to be faking an injury, threatening to introduce him to his friend Pain. Another advert featured Mr. T launching bars at a swimmer who appeared to refuse to get in a swimming pool because of the cold temperature of the water. In 2008, a European Snickers commercial in which Mr. T uses a Jeep-mounted Minigun to fire Snickers bars at a speedwalker for being a "disgrace to the man race" was pulled after complaints from a US pressure group that the advertisement was homophobic.[27] The ad originally began airing mid-2007. Mr. T's main line in the ad was "Snickers: Get Some Nuts!"


In NASCAR racing, Snickers (and the rest of the Mars affiliated brands) sponsor Kyle Busch's #18 Toyota for Joe Gibbs Racing. Prior to that the brand served as a primary sponsor for Ricky Rudd's #88 Robert Yates Racing Ford as well as an associate sponsor for the team's #38 car driven first by Elliott Sadler and then by David Gilliland, and an associate sponsor for the MB2 Motorsports #36 Pontiac driven by Derrike Cope, Ernie Irvan, Ken Schrader, and others. In 1990 Bobby Hillin drove for Stavola Brothers Racing in the Snickers Buick, marking the candy's first appearance as a sponsor.

Celebrity ads[edit]

In 2010, Betty White and Abe Vigoda appeared in a Snickers commercial, playing American football. The commercial was ranked by ADBOWL as the best advertisement of the year. Later that year, Snickers commercials featured singers Aretha Franklin and Liza Minnelli, and comedians Richard Lewis and Roseanne Barr. A 2011 commercial featured actors Joe Pesci and Don Rickles.

You're Not You When You're Hungry[edit]

In 2010, a new advertising campaign was launched, based around men turning into different things (for instance Betty White or a nagging Joe Pesci in the United States) when they're hungry (taking the new campaign's name "You're Not You When You're Hungry" quite literally), depending on the commercial's location or what variety the commercial is showing. In the US, the slogan was changed to "Snickers Satisfies", but the UK version (featuring men in a changing room turning into Joan Collins and Stephanie Beacham as a result of hunger) retains Mr. T's slogan. In Latin America the slogan was the same as in the UK version, except that men doing extreme sports turning into the Mexican singer Anahí as a result of hunger.[28] In 2013, Robin Williams and Bobcat Goldthwait also appeared in a Snickers football commercial. In March 2014, a commercial[29] featuring Godzilla was released to promote the 2014 Godzilla film. In the commercial, Godzilla is shown hanging out with humans on the beach, riding dirt bikes, and water skiing; he only begins rampaging once he's hungry. After being fed a snickers bar, he resumes having fun with the humans.

See also[edit]


  1. ^ "Snickers Candy Bar". Retrieved 2010-01-15. 
  2. ^ McCarthy, Michael (2005-01-31). "Women sweet on humorous Snickers ads". Usatoday.Com. Retrieved 2009-06-16. 
  3. ^ The Marathon candy bar[dead link], Christian Science Monitor, Home forum 18 March 1999
  4. ^ Snickers Marathon - Long Lasting Energy Bar, Snickers Marathon corporate website. Article retrieved 31 January 2007.
  5. ^ "About Mars:History". Retrieved 14 October 2013. 
  6. ^ . MARS Corporation Retrieved 06/09/2013.  Missing or empty |title= (help)
  7. ^ - Food Facts & Trivia section
  8. ^ a b Fleming, Nic (article author), Chocolate bars cut down to size[dead link], Article dated 27 September 2004, retrieved 8 December 2006. Quote is from Michael Jenkins (external affairs director at Masterfoods, as parent company was then known).
  9. ^ h2g2 (editors)The Rise and Fall of 'King-Size' Chocolate Bars (UK), h2g2 at Article retrieved 8 December 2006.
  10. ^ Hickman, Martin, "Chocolate makers eat their words on king-size snacks"[dead link], The Independent (London) (via find; article no longer online at Article written 6 January 2006. Retrieved 8 December 2006.
  11. ^ a b c d e f "Mars, Snickers Recalled Due to Poison Threat", Article dated 1 July 2004.
  12. ^ "Candies, MARS SNACKFOOD US, SNICKERS Bar (NDB No. 19155)". USDA Nutrient Database. USDA. Retrieved 14 November 2011. 
  13. ^ "Fat Festival? Calories in Food at the Fair". Retrieved 2009-08-13. 
  14. ^ "UK | Scotland | Deep-fried Mars myth is dispelled". BBC News. 2004-12-17. Retrieved 2009-06-16. 
  15. ^ "Food - Recipes - Snickers pie". BBC. Retrieved 2009-06-16. 
  16. ^ "UK | Celebrity recipe 'most unhealthy'". BBC News. 2006-02-05. Retrieved 2009-06-16. 
  17. ^ Snickers Bar Chunks and Cheesecake
  18. ^ Snickers Charged. Candyblog, January 25, 2008. Retrieved 18 July 2009.
  19. ^ a b Two limited edition Snickers bars replace original variant. Convenience Store, January 02, 2013. Retrieved 7 January 2013.
  20. ^ "Recipes and Cooking Inspiration – Kitchen Daily". Retrieved 2013-11-01. 
  21. ^ "snickers tattoo". YouTube. 2010-11-01. Retrieved 2013-11-01. 
  22. ^ "Snickers Chefs". YouTube. Retrieved 2013-11-01. 
  23. ^ "Snickers Feast". YouTube. 2008-06-25. Retrieved 2013-11-01. 
  24. ^ a b Snickers Ad of Men Accidentally Kissing Pulled After Complaints From Gay Groups, FOX Business. Article retrieved 17 October 2007.
  25. ^ Super Bowl Controversy, FOX sports. Article retrieved 6 February 2007.
  26. ^ Thulasi Srikanthan (2007-02-07). "entertainment | Snickers bicker feeds ad flap". Toronto: Retrieved 2009-06-16. 
  27. ^ Sweney, Mark (2008-08-04). "Don't give us none of that jibba jabba | Media". London: The Guardian. Retrieved 2009-06-16. 
  28. ^ Anahi "Comercial Snickers Latinoamerica" (In Spanish)
  29. ^ SNICKERS® - "Godzilla" (Extended Version)

External links[edit]