Mars Wrigley UK has announced the return of the iconic Marathon chocolate bar, following a 34-year absence from shelves, stirring nostalgia among the British public.
- The bar, originally known as Marathon in the UK before a global rebranding to Snickers in 1990, will be available at Morrisons.
- This limited-time reintroduction celebrates over 90 years of Mars producing chocolate in the UK and is available until December.
- The strategic rebranding seeks to capitalise on nostalgic feelings associated with the original Marathon name.
- Previous reintroductions have proven successful, notably in 2019 when 4 million bars were sold in just 12 weeks.
Mars Wrigley UK has captivated consumer interest with the reintroduction of the Marathon chocolate bar, a product fondly remembered by many British consumers since its renaming to Snickers in 1990. This move taps into the powerful consumer nostalgia linked with the original branding.
The bar is set to return exclusively to Morrisons stores across the UK until December, marking an engaging chapter in the brand’s long-standing history of over 90 years of chocolate-making in the country. This strategic decision not only honours the brand’s legacy but also aims to bolster sales through its nostalgic allure.
Steve Waters, Mars Wrigley’s senior brand manager, expressed excitement over the nostalgic branding’s return. 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.”
The bar, known for igniting fond memories, was first introduced to the UK as Marathon in 1967. The subsequent name change to Snickers in 1990 aligned with a global branding strategy, yet many UK consumers retained a preference for the original name, even refusing to purchase the product post-rebranding.
Building on past success, Mars Wrigley UK’s decision follows a previous release in 2019 where the nostalgic branding led to impressive sales figures, reaching over 4 million bars sold within 12 weeks.
The limited reintroduction of the Marathon bar is poised to be another successful chapter for Mars, drawing on fond memories and brand legacy.
