What’s New

  • SNICKERS® Peanut Butter Crisper: This December SNICKERS® introduces, SNICKERS® Peanut Butter Crisper, a new offering that provides the perfect balance of sweet, salty, creamy & crispy. The satisfaction of real peanut butter with the crunch of crisp, it comes in four portionable squares that fans are sure to love.
  • SNICKERS® Hunger Bars: In 2018, SNICKERS® is debuting three new flavors for a limited time as part of the Hunger Bars promotion. When you’re hungry, you lose your flavor—what makes you, you. Get your flavor back by trying a new SNICKERS® Espresso, Fiery, or Salty & Sweet. Each flavor has a hunger symptom on the outside of the packaging that relates to the flavor of the bar – Espresso: Irritable, Salty & Sweet: Indecisive, Fiery: Wimpy.
  • SNICKERS® Brand 2017 NFL® Hunger Bar Promotion: SNICKERS® Brand extends its popular “Who Are You When You’re Hungry?” campaign into the NFL® season with the line “Grab a SNICKERS® and Get Back on Your Game.” NFL-themed “symptoms” will be on the packaging of singles and share size bars. (June – December 2017)


Brand History

Introduced in 1930, SNICKERS® Bar is crammed with crunchy peanuts, caramel and nougat, then coated with smooth milk chocolate. The iconic candy bar quickly became one of the world’s favorite treats, and today, SNICKERS® Bar is the country’s fastest selling candy bar.



SNICKERS® Bar is available in several formats: as a single, 2 To Go sharing size, FUN SIZE®, Minis, unwrapped Bites and in limited edition seasonal offerings and shapes for Valentine’s Day, Easter, Halloween and Christmas.

In addition to the iconic candy bar, the SNICKERS® Brand portfolio also includes:

  • SNICKERS® & Hazelnut Bar satisfies with everything consumers love about SNICKERS®—peanuts, caramel and nougat covered in milk chocolate—with the addition of delicious hazelnuts.
  • SNICKERS® Crisper delivers crispy satisfaction with a combination of crisped rice and peanuts topped with a layer of caramel and coated in creamy milk chocolate.
  • SNICKERS® Hunger Bars are continuing on in 2017 with their “Who Are You When You’re Hungry?” campaign. SNICKERS® Brand Original Singles are joined by SNICKERS® Almond, SNICKERS® Peanut Butter Squared and SNICKERS® Crisper — boasting 29 new hunger symptoms.
  • SNICKERS® Brand Peanut Butter Squared offers everything there is to love about SNICKERS® Bar —peanuts, caramel, nougat and milk chocolate— plus peanut butter.
  • SNICKERS® Brand Almond Bar tackles hunger with a satisfying combination of roasted almonds, caramel and milk chocolate.
  • SNICKERS® Bites are unwrapped, bite-sized cubes that are a miniature version of the popular SNICKERS® Bar, ideal for consumers looking for the full taste experience of a SNICKERS® Bar in a smaller portion.
  • The SNICKERS® Ice Cream portfolio really satisfies with a combination of peanut butter ice cream, caramel, peanuts and chocolate. Choose from ice cream bars, mini ice cream bars, ice cream cones and ice cream brownies.


Connect with SNICKERS® Brand


SNICKERS® Brand Insights

  • SNICKERS® Bar is the fastest selling singles bar in the U.S.1
  • The $2.4 billion bite-size segment represents almost 20 percent of the chocolate category and is growing faster than the chocolate category, up 60 percent since 2009.2
  • Since SNICKERS® Bar 2 To Go is the second largest convenience store “king size” item, SNICKERS® Brand is uniquely positioned to drive productive news for the category.3
  • 25% of category purchases are made in search of variety and consumers look to buy innovation from brands they know.4


1 Nielsen Dollar Velocity / MM AVC Last 52 Weeks ending 2/14/15
2 IRI Database 4/13
3L52 Nielsen Offtake Date Week Ending 7/12/2015
4Nielsen Consumer Panel 2013

®/™ trademarks ©Mars, Incorporated 2017

Media contacts

Ampy Vasquez
(973) 691-3536