What’s New

Creamy SNICKERS®: SNICKERS® is launching new bars in January 2019 that will feature everything fans love about SNICKERS® – caramel and a milk chocolate coating – but now filled with creamy fresh ground nut butters4 including Almond Butter, Peanut Butter and Maple Almond Butter. The new bars will be available nationwide in 1.4-ounce Singles, 2.8-ounce Shared and 7.7-ounce Stand Up Pouches. Available in three new varieties: Creamy SNICKERS® Almond Butter, Creamy SNICKERS® Peanut Butter and Creamy SNICKERS® Maple Almond Butter.

2018 SNICKERS® Hunger Handoff Program and In-Store Promotion: This NFL season, fans have the opportunity to get free SNICKERS® and free SKITTLES® after football games on Monday nights for the first 12 weeks of the season. Fans also have the chance to win a trip to Super Bowl LIII by uploading a photo of a receipt of any qualifying SNICKERS®, SKITTLES®, or M&M’S® products between now and November 2018.

Hunger Handoff: SNICKERS® Brand extends its popular “Who Are You When You’re Hungry?” campaign into the NFL season with the “Hunger Handoff” program. Leading into the week’s football games on Monday nights, a ‘Hunger Play’ that correlates to one of the football-themed SNICKERS® Bars is selected as that week’s challenge. If that play happens during the game, consumers get an opportunity to receive a free SNICKERS® Bar on Tuesday. Each week, the program will refresh with a new Hunger Play to watch for to win another SNICKERS® Bar. Plus, if a Trick Play occurs in any game on Monday nights, free SKITTLES® will be given away on Tuesday as well.

In-Store Promotion: From now through December 14th, 2018 Mars Wrigley Confectionery will promote new NFL packaging products including NFL SNICKERS® Football Shapes, M&M’S® Game Day Mix and SKITTLES® Trick Plays in-store.

SNICKERS® Hunger Bars: In June 2018, SNICKERS® debuted three new bold, limited edition flavors – Espresso, Fiery and Salty & Sweet. The new flavors feature peanuts and caramel covered in milk chocolate, but with a flavor twist – espresso, chili pepper or salt-infused. 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® Salty & Sweet variety will be a permanent addition to the SNICKERS® portfolio.

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® Hunger Bars are available with ‘hunger symptoms’ on their SNICKERS® Brand Original Singles, SNICKERS® Almond, SNICKERS® Crisper, SNICKERS® Peanut Butter and, for the first time ever, SNICKERS® Intense Flavor Bars: Espresso, Fiery and Salty & Sweet.
  • SNICKERS® Almond Bar tackles hunger with a satisfying combination of almonds, caramel and milk chocolate.
  • SNICKERS® Crunchy Peanut Butter offers everything there is to love about a SNICKERS® Bar —peanuts, caramel, nougat and milk chocolate— plus peanut butter.
  • 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® 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 The Brand

Brand Insights

  • SNICKERS® Original Singles is the fastest selling singles bar in the U.S.¹
  • SNICKERS® Brand is the #4 chocolate brand in the U.S.²
  • SNICKERS® Brand has the 2nd highest unaided awareness among all chocolate brands.³
  • Premium Nut Butters have grown 23 percent over the past 4 years.4

¹Nielsen $ Velocity, L52, week ending 3/31/18

²Nielsen $ Sales, L52, week ending 3/31/18

³Pulse Consumer Study

4Total US xAOC Incl Conv YE 2016

®/™ trademarks ©Mars, Incorporated 2018

Media contacts

Arabella Smith

(201) 841-3495