For many in the UK, the word “Marathon” conjures memories of chewy caramel, crunchy peanuts and a satisfying milk chocolate coating. It was a bar that filled lunchboxes and pockets, fuelled school trips and late-night cravings, and had a loyal following for decades. But somewhere along the line, Marathon quietly disappeared from the shelves and was replaced by Snickers. To the surprise of many, it was the same bar in a different wrapper. But when exactly did this change happen, and why was it made?

A Beloved British Name for Over 60 Years

Marathon was first introduced in the United Kingdom in 1930 under the name “Snickers” in the United States, but in the UK it was renamed “Marathon” when it launched officially in 1968. For over 20 years, it was one of the UK’s most popular chocolate bars, recognised by its long rectangular shape and bold brown and blue wrapper. The bar was marketed as a high-energy snack with the tagline “packed with peanuts, Marathon really satisfies.” Its chunky texture and bold flavours earned it a loyal fanbase, and for many people, the name Marathon was part of its identity.

The Name Change in 1990

The big switch happened in 1990. On 19th July of that year, Marathon was officially renamed Snickers in the UK to align with its international branding. Mars Inc, the company behind the bar, decided it was time for a unified global identity. Snickers was already a household name in America and much of the world, so to maintain consistency and streamline marketing, the UK followed suit. For many Brits, it came as a bit of a shock. The change was met with confusion, jokes and even a touch of resentment. After all, this was a bar that had held the Marathon name for more than two decades.

Why the Name Snickers?

Snickers is a rather unusual word, and its origins are equally quirky. The name was inspired by one of the Mars family’s favourite horses. When the company first launched the bar in the United States in 1930, they named it Snickers after the family horse. It might seem like an odd choice, but it certainly stood out, and the name quickly became synonymous with the distinctive combination of nougat, caramel, peanuts and chocolate. By the time the UK adopted the name in 1990, Snickers had already been a bestselling chocolate bar in the United States for 60 years.

Did the Recipe Change Too?

Despite concerns at the time, the recipe for the bar remained the same. The ingredients, size and flavour profile of the bar did not change with the name. Mars made a point of reassuring customers that the only difference was the label on the wrapper. The same crunchy peanuts, creamy caramel, fluffy nougat and thick milk chocolate were still there. Even though many loyal fans continued to call it Marathon for years, the bar inside the wrapper was unchanged. Over time, people adjusted, and Snickers became just as much a part of British chocolate culture as its original name.

The Temporary Return of Marathon

In 2019, nearly 30 years after the rebrand, Mars brought back the Marathon name for a limited time. As a nostalgic nod to its British roots, specially marked retro-style wrappers featuring the Marathon branding returned to shelves for a short promotional period. It was a clever bit of marketing that reignited fond memories and gave fans a chance to relive a bit of chocolate history. While it was only temporary, it showed just how deeply the Marathon name had embedded itself in the national consciousness.

Final Thoughts

So when did Marathon become Snickers? The name officially changed in 1990, marking a major moment in UK confectionery history. The switch may have left some loyal fans bewildered at first, but over time Snickers earned its place and retained its position as one of the UK’s most loved chocolate bars. It might go by a different name now, but the spirit of Marathon lives on in every bite of Snickers, proving that a good bar transcends branding and that chocolate, in any wrapper, is always worth celebrating.

0 comments