Snickers
Snickers is a chocolate bar consisting of nougat topped with caramel and peanuts, all encased in milk chocolate. The bars are made by the American company Mars Inc. The annual global sales of Snickers is over $380 million, and it is widely considered the bestselling candy bar in the world.
Snickers was introduced by Mars in 1930 and named after the Mars family's favorite horse. Snickers has expanded its product line to include variations such as mini, dark chocolate, white chocolate, ice cream bars, and several nut, flavor, and protein-enhanced versions. Ingredients have evolved from its original formulation to adapt to changing consumer preferences and nutritional guidelines. Despite fluctuations in bar size and controversies around health and advertising, Snickers remains a prominent snack worldwide, sponsoring significant sporting events and introducing notable marketing campaigns.
History
In 1930, the Mars Candy Factory in Chicago introduced Snickers, named after the favorite horse of the Mars family. The Snickers chocolate bar consists of nougat, peanuts, and caramel with a chocolate coating.After Forrest Mars Sr. took control of his late father's company in the 1960s, Snickers availability was expanded internationally. It launched in Great Britain and West Germany in 1968 followed by a number of other markets. In both Britain and Ireland, the product was marketed under the name "Marathon" instead. This was allegedly done because of the "Snickers" name similarity to the local term knickers. In 1990, the name in both countries changed to Snickers to align with the global brand. A Marathon retro edition was sold exclusively at the Morrisons supermarket for three months in 2019. Snickers launched in France in 1989.
There are other Snickers products such as Snickers mini, dark chocolate, white chocolate, ice cream bars, Snickers with almonds, Snickers with hazelnuts, Snickers with pecans, Snickers peanut butter bars, Snickers protein and Snickers with Extra Caramel, as well as espresso, fiery, and sweet & salty versions.
In 2024, Mars and Jel Sert collaborated to market Snickers-flavored pudding and pie mix.
Contents
Ingredients
A circa 1939 ingredient list for the original bar included white sugar, sweet milk chocolate, corn syrup, peanuts, milk condensed with sugar, coconut oil, malted milk, egg whites and salt. By 2019, the ingredients for the original bar had been changed to: milk chocolate, peanuts, corn syrup, sugar, palm oil, skim milk, lactose, salt, egg whites, artificial flavor.Caloric value
The USDA lists the caloric value of a 2-ounce Snickers bar as. As of 2018 a British markted bar has a weight of, with 245 kcal, and the Canadian bar with 250 kcal.Bar weight
Over the years, the bar weight has decreased: Before 2009, in the UK a single Snickers bar had a weight of. This weight was subsequently reduced to in 2009, and to in 2013. In the United States the listed weight in 2018 was 52.7 g. In Australia, Snickers bars were originally made locally and weighed, however in the late 2010s production moved to China and the bars were shrunk to. In 2022, production returned to Australia and bars further reduced in weight to.Products containing Snickers
Deep fried chocolate bars became a specialty in fish and chips shops in Scotland in 1995, it also became popular at American state fairs in the early 2000s. The cooked product contains approximately per bar.In 2006, the British Food Commission highlighted celebrity chef Antony Worrall Thompson's "Snickers pie", which contained five Snickers bars among other ingredients, suggesting it was one of the unhealthiest desserts ever; one slice providing "over 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.
Advertising
"It's so satisfying"
In 1980, Snickers ran ads which featured a variety of everyday people discussing why they like Snickers. The ads featured a jingle that said "It's so satisfying" and depicted a hand that would open and close showing a handful of peanuts converting to a Snickers bar. "Packed with peanuts, Snickers really satisfies" was shown in the commercials.1984 Olympics
Mars paid $5 million to have Snickers and M&M's named the "official snack" of the 1984 Summer Olympics, outraging nutritionists. Sports promotions in international games continued to be a prominent marketing tool for Mars, keeping Snickers as an international brand while also selling local bars in some markets.Not Going Anywhere For a While?
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!" The tag line at the end of each ad proclaimed, "Hungry? Why Wait?" Later ads have used the tagline “Rookie mistake? Maybe you just need a Snickers.”Some of the ads were done in conjunction with the National Football League, with whom Snickers had a sponsorship deal at the time. One 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. Another had Marv Levy in the Buffalo Bills locker room lecturing his team that "no one's going anywhere" until the Bills figure out how to actually win a Super Bowl.
Snickers Feast
In 2007, Snickers launched a campaign which featured Henry 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.Super Bowl XLI commercial
On February 4, 2007, during Super Bowl XLI, Snickers commercials aired. This 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 kissing while sharing a Snickers bar. After quickly pulling away, one mechanic sheepishly says, "I think we just accidentally kissed.", and another mechanic frantically exclaims, "Quick! Do something manly!" and in three of the four versions, they do so 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, however, a third mechanic shows up and asks "Is there 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."
Gay and Lesbian Alliance Against Defamation 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.
Mr. T
In 2006, Mr. T starred in a Snickers advertisement 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 advertisement 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. These advertisements usually ended with Mr. T saying "Snickers: Get Some Nuts!"NASCAR
In NASCAR racing, Snickers sponsored Kyle Busch's No. 18 Toyota for Joe Gibbs Racing. Prior to that the brand served as a primary sponsor for Ricky Rudd's No. 88 Robert Yates Racing Ford as well as an associate sponsor for the team's No. 38 car driven first by Elliott Sadler and then by David Gilliland, and an associate sponsor for the MB2 Motorsports No. 36 Pontiac driven by Derrike Cope, Ernie Irvan, Ken Schrader, and others. In 1990, Bobby Hillin drove for Stavola Brothers Racing in the No. 8 Snickers Buick, marking the candy's first appearance as a sponsor; it had since been driven by Rick Wilson and Dick Trickle. Mars announced that at the conclusion of the 2022 NASCAR Cup Series season, they would pull their sponsorship from not only Joe Gibbs Racing, but NASCAR entirely and it was replaced by Monster Energy.FIFA World Cup and UEFA Euro sponsorship
Snickers was the Official Sponsor of the FIFA World Cup from 1994 until 1998 editions and the 1996 UEFA European Championship. Snickers was also the main sponsor of the Champions League in 1992–93 and 1993–94, Asian Cup 2011 and African Cup of Nations 2019.You're Not You When You're Hungry
In 2010, a new advertising campaign was launched, usually based around people turning into different people as a result of hunger. The tagline varied depending on the commercial's location or what variety the commercial is showing. The American adverts initially ended with the tagline "Snickers Satisfies". Steve Burns, best known as the first host of the children's show Blue's Clues has done the voice of the announcer. BBDO New York said this campaign made Snickers the number one candy bar, up from seventh. In 2020, USA Today's Ad Meter named it the best Super Bowl campaign of the past 25 years.In 2010, Betty White and Abe Vigoda appeared in the first Snickers commercial in this campaign, playing American football. The commercial was ranked by ADBOWL as the best advertisement of the year. This commercial was also briefly spoofed in an episode of SportsNation on ESPN2 with Michelle Beadle playing the role instead of Betty White in 2011. 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.
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. Brazilian versions of the ad featured actresses Betty Faria and Cláudia Raia.
In 2013, Robin Williams and Bobcat Goldthwait appeared in a Snickers football commercial. Russian duo t.A.T.u. appeared in a Japanese Snickers commercial as themselves throwing a tantrum in a baseball game before eating the chocolate reverts them into normal baseball players. In March 2014, a commercial 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 is hungry. After being fed a Snickers bar, he resumes having fun with the humans.
In February 2015, Snickers' Super Bowl XLIX commercial featured a parody of a scene from an episode of The Brady Bunch entitled "The Subject Was Noses." In the commercial, Carol and Mike try to calm down a very angry Machete. When the parents give Machete a Snickers bar, he reverts into Marcia before an irate Jan rants upstairs and walks away. In a second commercial set earlier, Marcia angrily brushes her hair while yelling through her door.
In 2016, for Super Bowl 50, another Snickers commercial was made, featuring Willem Dafoe and Eugene Levy, where Willem Dafoe complains about filming the iconic "subway grate" scene in The Seven Year Itch. After being given a Snickers, he turns into Marilyn and goes ahead with the scene, with Levy operating the fan below, commenting that the scene will not make the movie's final cut, that nobody would want to see it. That same year, the Middle East produced their own Snickers commercial featuring DC Comics' The Joker as the recipient of the Snickers bar, before turning back into a casual poker playing buddy.
In 2018, Brazil World Cup winner Ronaldo is seen celebrating a goal for Argentina. When he notices the confused faces around him, he eats a Snickers and returns to normal.
The UK version of the campaign usually used British celebrities and, up until 2018, retained the slogan from the Mr. T. era. In the initial advertisement, Joan Collins and Stephanie Beacham featured as locker room footballers who had turned into them due to being hungry. In 2014, Rowan Atkinson as Mr. Bean returned on television by appearing on several UK Snickers commercials and cinema spots, in place of a martial arts master who had turned into him as a result of hunger. Later, in 2018, Elton John appeared in an advertisement where he turned into African American rapper Boogie after he eats a Snickers; the latter had turned into the former due to hunger.