Mars Wrigley UK has reintroduced the iconic Marathon chocolate bar to British supermarkets for the first time in 34 years.
- The Marathon bar, once known as Snickers, is available at Morrisons until December.
- This move taps into nostalgia, celebrating over 90 years of Mars chocolate in the UK.
- In a previous release, over 4 million bars were sold in just 12 weeks.
- Mars Wrigley aims to recapture the affection towards the original Marathon brand.
Mars Wrigley UK has announced the return of its iconic Marathon chocolate bar to British supermarket shelves after a 34-year absence. The beloved bar, known today as Snickers, will be available exclusively at Morrisons stores across the UK until December. This is part of Mars Wrigley’s strategy to celebrate more than 90 years of chocolate manufacturing excellence in the UK, while also tapping into consumer nostalgia.
This reintroduction is aimed at rekindling the original Marathon brand’s popularity among chocolate enthusiasts. The decision to bring back the Marathon name has historical precedence; the chocolate bar was first introduced under this name in the UK in 1967, and later rebranded as Snickers in 1990 as part of a global branding strategy. Despite the change, many UK consumers remained attached to the original name, with some even choosing not to purchase the product under its new moniker.
Senior brand manager Steve Waters expressed enthusiasm for the brand’s revival, stating, “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.”
The fondness for the Marathon brand was previously highlighted in a similar limited release in 2019, where the company experienced significant success. Over 4 million bars were sold within just 12 weeks, demonstrating the strong emotional connection and demand for the original branding. This latest release is expected to capitalize on that nostalgia, reigniting the public’s affection for the Marathon bar.
Mars Wrigley’s approach reflects a broader strategy to engage with consumers on a personal level by leveraging beloved brand histories. This move not only celebrates the company’s long-standing presence in the UK but also acknowledges the enduring legacy of its classic chocolate creations.
The Marathon bar’s return serves as a testament to the enduring legacy and appeal of nostalgic brands in the modern market.
