Mars Wrigley UK is set to revitalise the chocolate market with the temporary reintroduction of its Marathon bar, drawing on widespread consumer nostalgia.
- The Marathon bar, which made its initial debut in 1967, will temporarily grace Morrisons’ shelves, reviving fond memories for many.
- This limited re-launch marks Mars Wrigley’s homage to over 90 years of crafting chocolate in the UK.
- Despite its rebranding to Snickers in 1990, the original Marathon name has sustained a loyal fan base.
- Previous limited releases, such as the one in 2019, proved highly successful, moving over 4 million bars within just 12 weeks.
Mars Wrigley UK is reinvigorating the confectionery sector by announcing the return of its cherished Marathon bar for a limited time. This strategic manoeuvre seeks to exploit the strong sense of nostalgia associated with the brand’s original name, which was changed to Snickers in 1990. The product will be exclusively available at Morrisons supermarkets until December, offering a fleeting opportunity for consumers to reconnect with this hallmark of their confectionery past.
First introduced to the UK market in 1967, the Marathon bar quickly became a beloved treat. Its eventual rebranding to Snickers was part of Mars’ global brand consolidation efforts. However, the change was not universally accepted in the United Kingdom, where a significant portion of the consumer base harboured an enduring preference for the Marathon moniker. Numerous individuals resisted the transition, maintaining their loyalty to the original branding.
Steve Waters, Senior Brand Manager at Mars Wrigley, expressed enthusiasm about the comeback, 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.” This sentiment reflects the company’s appreciation for its historical legacy and its impact on UK chocolate heritage.
The decision to reintroduce the Marathon name is not unprecedented. A similar initiative in 2019 witnessed the sale of over 4 million bars in merely 12 weeks, underscoring the deep-rooted affinity that the UK populace holds for the original branding. Furthermore, this latest move fits seamlessly within Mars Wrigley’s broader strategy to celebrate its longstanding presence and influence in the UK’s confectionery landscape.
Mars Wrigley’s revival of the Marathon bar underscores the enduring power of nostalgia within consumer markets, particularly in a sector as tradition-rich as confectionery.
