CHOC SHOCK
Mars brings back iconic chocolate bar that was discontinued 34 YEARS ago – but you’ll have to be quick
This is the third time in five years that the classic name has been revived
MARS has announced it is bringing back an iconic chocolate bar that was discontinued 34 years ago - but you'll have to be quick to grab it.
The bar was re-branded in 1990 and lost its iconic name but will return to supermarket shelves for a limited time this year.
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Mars confirmed the return of the Marathon bar, which hasn't been a permanent fixture in UK stores for more than three decades.
Marathon bars became Snickers when it was re-branded, which had already been the common name for the well-known chocolate in the US.
Snickers had first launched there in 1930, with the sweet treat being named after a horse owned by the Mars family.
The bar, which consists of nougat, caramel, and peanuts wrapped in milk chocolate, made its way over to the UK in 1968, but was given a different name.
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For 22 years the chocolate treat was known here as the Marathon bar, but in 1990 Mars decided it was time to bring the UK in line with the rest of the global brand.
At the time there was also a similar, but unrelated, product in the US called Marathon, which looked more like the UK's Curly Wurly.
Chocolate fans took to X following the news.
One said: "I used to enjoy the Marathon bar, but I've never bought a Snickers (same bar but with a silly name)."
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Another added: "It [Snickers] is too close to the word knickers to ever sound delicious. Do your UK market research, Mars."
While a third wrote: "OMG always has been and always will be a Marathon."
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Those who feel similarly are in luck, as they’ll once again be able to get their hands on the old school Marathon bars.
Over the next few months Snickers bars sold in Morrisons will feature a return to its retro packaging.
The limited-edition wrappers will be available exclusively at Morrisons until December, which means you’ll only have a few months to enjoy the blast from the past.
Mars Senior Brand Manager Steve Waters said: "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."
But this isn’t the first time the confectioner, which also owns the well known names of M&M's, Galaxy, Twix, and Maltesers, has revived the brand.
In 2008 Mars ran a three month trial where it brought back the iconic Marathon name.
In 2019 and 2020, the Marathon bar was also briefly brought back in similar fashion to its return this year.
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The throwback five years ago caused a big stir with shoppers at the time.
Morrisons was even forced to implement a limit after one customer bought 404 bars.
Discontinued iconic chocolates
Cadbury's Dream Chocolate bar: The popular bar was discontinued in 2002, but was relaunched in 2019 under the new name 'Cadbury White'.
Mars Delight Bar: Although it proved to be a firm favourite by sweet-toothed fans during it's four-year stint in shops starting in 2004, by 2008 it was removed from shop shelves. Fans still long to see the treat make a return.
Nestlé's Caramac chocolate bar: The one-of-a-kind bar had been in shops for over six decades, but it was discontinued last year due to continual slumps in sales. It was later revived for a limited time in July this year.
Milky Way Crispy Rolls: They were pulled from shelves in 2022, and fans were so distraught by the news that a petition was started to bring them back, which currently has over 8,500 signatures.
White Maltesers: The white chocolate version of the popular snack had a strong run lasting 11 years, but falling sales condemned them to be discontinued in 2014.
Cadbury's Spira: This chocolate was once considered the "best" bar ever by fans, but production ceased in 2005 despite its apparent popularity. But people have been campaigning for its return, and it even has a Facebook page dedicated to it with more than 35,000 followers.