Mars Wrigley UK has revived the nostalgic Marathon chocolate bar, exclusively at Morrisons until December.
- Previously called Snickers, the Marathon bar’s comeback marks over 90 years of Mars’ chocolate production in the UK.
- The reintroduction is a strategic decision to harness nostalgia, evoking memories of the original branding.
- Despite being renamed in 1990, the Marathon name holds sentimental value for many UK consumers.
- A similar brief reintroduction in 2019 was met with enthusiasm, selling over 4 million bars.
Mars Wrigley UK has surprised consumers with the reintroduction of the beloved Marathon chocolate bar, a brand familiar to many under its current name, Snickers. This iconic brand, reintroduced after 34 years, is available only at Morrisons stores, reigniting a sense of nostalgia among its fans.
Originally launched in the UK in 1967, the Marathon bar became a staple in the British confectionery market. However, in 1990, Mars chose to unify their branding globally, renaming Marathon to Snickers. Despite this change, the original name has remained fondly remembered by many, with some consumers expressing reluctance to adopt the new name.
The decision to revive the Marathon brand for this limited period is part of a larger celebration of Mars’ longstanding history of chocolate production in the UK, spanning over 90 successful years. According to Steve Waters, a senior brand manager at Mars Wrigley, the return of the Marathon bar branding is not only a tribute to this heritage but also a gesture to long-time fans, who will find pleasure in seeing the classic name back on shelves.
The limited-time release follows a similar pattern to an event in 2019, where a short-lived reappearance of the Marathon bar saw over 4 million bars sold within just 12 weeks. This resurgence serves as evidence of the brand’s enduring popularity and the emotional connection it maintains with its consumer base.
With this strategic move, Mars Wrigley is effectively tapping into consumer nostalgia, recognising the strong sentimental ties that the Marathon brand name holds within the UK market. This decision is anticipated to create a significant buzz among both older generations who remember the original product and newer consumers intrigued by the brand’s storied past.
This limited release not only celebrates Mars’ rich heritage but also capitalises on the enduring affection for the Marathon brand.
