Snickers

What Snickers does

Snickers is a chocolate candy bar brand owned and operated by Mars, Incorporated, a privately-held global confectionery company headquartered in McLean, Virginia. Founded in 1930 in Chicago, Snickers manufactures and sells chocolate bars composed of nougat, caramel, peanuts, and milk chocolate, with the original format weighing 1.86 oz. The product line spans multiple variants (Original, Almond, Peanut Butter, Pecan, White Chocolate, Crisp) and packaging formats (singles, minis, sharing size, family bags, seasonal Easter eggs), plus category extensions into frozen products (ice cream bars, pints, minis in five flavors) and protein-enriched snack bars (SNICKERS Hi-Protein, 20g protein per bar). The brand's flagship equity platform is the "You're not you when you're hungry" campaign, launched in 2010.

Snickers generates revenue through unit sales of branded chocolate and frozen confectionery products via third-party retailers and e-commerce platforms. Pricing varies by format and channel, with single-serve bars at $1.50–$2.00 and multi-packs and family-size bags at higher price points; no direct-to-consumer pricing or subscription model is in place. The brand is distributed globally across 25+ countries via grocery, convenience, mass-merchandise (Walmart, Target, Kroger), and e-commerce channels (Amazon, Noon), with regional partners such as Carrefour, Lulu, and Danube serving the MENA market under halal certification.

The go-to-market strategy is anchored on mass-market consumer goods distribution supplemented by sports marketing partnerships (official NFL partner, UEFA Euro 2024), celebrity collaborations (José Mourinho AI clone, Eric André), and limited-edition food-service partnerships (Nothing Bundt Cakes, Noodles & Company). Brand-level revenue is not publicly disclosed by Mars, Incorporated; the brand passed $1 billion in US sales in 2013 and is described as one of Mars' top-performing confectionery brands globally.

Name

Snickers

Legal name

Mars, Incorporated

Website

https://snickers.com

Company type

Private

Founded year

1930

Operating status

Operating

Headcount range

11–50 employees

Short description

Snickers is a Mars, Incorporated-owned chocolate candy bar brand founded in 1930, selling nougat-caramel-peanut bars and extensions (ice cream, Hi-Protein) across grocery, convenience, and e-commerce channels in 25+ countries to mass-market consumers.

Ownership category

akta.pro rank

Product category

Chocolate Confectionery

NAICS

Confectionery Manufacturing from Purchased Chocolate (311352)

SIC

Sugar & Confectionery Products (2060)

akta.pro primary industry

Chocolate & Candy Snacks Manufacturing (AFAKAIAM)

akta.pro secondary industry

Health/Protein Snack Bars Manufacturing (AFAKAIAN)

Keywords

• Chocolate candy bars
• Confectionery products
• Frozen ice cream bars
• Protein snack bars
• Consumer packaged goods

Headquarters

HQ city

Budd Lake

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Chocolate Candy Bar Sales: Core revenue from SNICKERS chocolate candy bars sold in various formats including singles, minis, fun size, sharing size, and family bags. Products include Original, Almond, Peanut Butter, and Pecan varieties.
2. Ice Cream Products: Revenue from SNICKERS Ice Cream bars and minis sold at retail and through food service channels.
3. Hi-Protein Bars: Revenue from protein-enriched snack bars targeting fitness and health-conscious consumers.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Snickers manufactures and sells chocolate candy bars consisting of nougat topped with caramel and peanuts, covered in milk chocolate. The product line includes Original, Almond, Peanut Butter, Pecan, White Chocolate, and Crisp variants, along with frozen ice cream bars, pints, minis, and high-protein snack bars (20g protein) for fitness consumers.

Product overview

SNICKERS is a brand of chocolate candy bars and frozen products owned by Mars, Incorporated. The core product lineup centers on the Original SNICKERS bar (roasted peanuts, nougat, caramel, milk chocolate) with multiple variants including Almond, Peanut Butter, Pecan, White Chocolate, and Crispy. The brand extends into frozen products via SNICKERS Ice Cream (bars, pints, and minis in various flavors) and into protein supplements with SNICKERS Hi-Protein bars. Products are available in multiple formats: Singles, Sharing/Share Size, Minis/Fun Size, and Family Size bags. Seasonal offerings include Easter eggs and miniatures. The brand's tagline is 'You're not you when you're hungry.'

Differentiator

Problem solved

Functional benefit

Brands

• SNICKERS Ice Cream: Frozen Snickers products including ice cream bars, ice cream minis, and ice cream pints
• SNICKERS Hi-Protein
• SNICKERS Peanut Butter
• SNICKERS Almond
• SNICKERS Pecan
• SNICKERS White Chocolate
• SNICKERS Crisp

Products and services

• SNICKERS Singles Size Chocolate Candy Bars (1.86 oz) Classic SNICKERS chocolate bar made with roasted peanuts, nougat, caramel, and milk chocolate. The original and flagship product, weighing 1.86 oz, sold as a single-serve confection.
• SNICKERS Almond Almond variant of the classic SNICKERS bar, substituting almonds for peanuts in the traditional recipe of nougat, caramel, and milk chocolate.
• SNICKERS Peanut Butter Chocolate bar featuring real creamy peanut butter, crunchy peanuts, caramel, and nougat covered in milk chocolate.
• SNICKERS Pecan Variant using pecans instead of peanuts, maintaining the nougat, caramel, and milk chocolate combination.
• SNICKERS White Chocolate White chocolate version of the classic SNICKERS bar.
• SNICKERS Ice Cream Bars Full-size ice cream bars featuring the classic SNICKERS flavors (peanuts, caramel, nougat) in frozen form with milk chocolate coating.
• SNICKERS Chocolatey Caramel Peanut Butter Ice Cream Bar (2.8 oz) Ice cream bar made with creamy peanut butter ice cream, crunchy peanuts, and smooth caramel, covered in a milk chocolate shell.
• SNICKERS Ice Cream Pints Ice cream pints featuring SNICKERS flavors for at-home frozen dessert consumption.
• SNICKERS Ice Cream Minis Smaller bite-sized ice cream bars available in five flavors: Milk Chocolatey Caramel Peanut Butter, Crunchy Peanut Butter, Salted Caramel, Almond, and Original. Marketed as 90 calories each.
• SNICKERS Hi-Protein Original Bar High-protein bar providing 20g protein with SNICKERS flavors (chocolate, caramel, peanut). Designed for consumption between meals or post-workout, targeting fitness consumers.
• SNICKERS Hi-Protein Peanut Butter Bar High-protein bar with peanut butter flavor, providing protein and fiber while maintaining SNICKERS taste profile. Designed for post-workout or between-meal consumption.
• SNICKERS Minis Size Chocolate Candy Bars (40 oz bag) Individually wrapped miniature SNICKERS bars in a 40 oz bulk bag, suitable for parties, piñatas, or candy bowls.
• SNICKERS 100 Calories Chocolate Candy Bar (0.76 oz) Lower-calorie version of the classic SNICKERS bar, made with peanuts, creamy caramel, rich nougat, and real milk chocolate.
• SNICKERS Easter Egg (2.2 oz) Easter-themed SNICKERS product in egg shape, featuring the classic combination of peanuts, caramel, and nougat in milk chocolate.
• SNICKERS Easter Miniatures (11.5 oz) Miniature SNICKERS bars individually wrapped in colorful pastel wrappers for Easter celebrations.
• SNICKERS Crisp Puffed rice Snickers bar with chocolate, caramel, and peanuts.

Quantifiable outcome

• Over $1 billion in annual US sales
• +1 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• NFLcoreGTM or Marketing Partner · 23 June 2026SNICKERS Ice Cream is an official NFL partner as part of its ongoing 'Can't Chill?' marketing campaign. The partnership includes fan meet-and-greet events featuring NFL prospects, limited-edition product releases tied to NFL Draft, and branded activations at major football events.
• Eric AndréminorGTM or Marketing Partner · 28 May 2026Comedian Eric André directed a focus group for SNICKERS Peanut Butter product launch campaign targeting people named Reese, with sweepstakes and brand engagement activities.
• Carnell TatecoreGTM or Marketing Partner · 15 April 2026NFL prospect and Tennessee Titans draft pick partnered with SNICKERS Ice Cream to release limited-edition 'Chill' ice cream bars and custom jewelry ahead of the 2026 NFL Draft. Brand engagement initiative timed to NFL Draft season.
• Noodles & CompanyminorGTM or Marketing Partner · 1 December 2025Limited-edition Holiday Crispy snack made with SNICKERS, available for a limited time in December 2025, retailing at $3.50.
• Nothing Bundt CakesminorGTM or Marketing Partner · 22 August 2025Co-branding partnership to create Snickers-flavored cakes and cupcakes for football season gameday celebrations, enhancing fan experiences with innovative desserts.
• José MourinhocoreGTM or Marketing Partner · 1 June 2024Football manager José Mourinho partnered with SNICKERS to develop an AI clone to help football fans improve and avoid 'Own Goals.' The partnership launched an AI-powered campaign where Mourinho's AI avatar created personalized videos for fans.
• CarrefourcoreChannel Partner/ Reseller/ DistributorMajor retail distribution partner for SNICKERS products in UAE, Saudi Arabia, and Egypt markets.
• NoonminorChannel Partner/ Reseller/ DistributorE-commerce platform partner for SNICKERS products in UAE market.
• AmazoncoreChannel Partner/ Reseller/ DistributorE-commerce distribution partner for SNICKERS products across UAE, Saudi Arabia, and Egypt.
• LuluminorChannel Partner/ Reseller/ DistributorHypermarket distribution partner for SNICKERS products in Saudi Arabia.
• DanubeminorChannel Partner/ Reseller/ DistributorRetail distribution partner for SNICKERS products in Saudi Arabia.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Russell Stover Chocolates: US boxed-chocolate and seasonal-egg specialist owned by Lindt, competing directly with Snickers' Easter Eggs and seasonal/impulse formats in mass retail. Operates a similar playbook of broad-line confectionery distributed through grocery and mass merchandisers.
• Ferrero Group: Privately-held Italian confectioner (Nutella, Kinder, Ferrero Rocher, Butterfinger) with a comparable nut-and-chocolate positioning to Snickers and growing US distribution. Butterfinger now sits in Ferrero's portfolio, making it a direct substitute on the US single-serve bar shelf.
• Tootsie Roll Industries: US confectionery incumbent (Tootsie Roll, Junior Mints, Andes) operating similar mass-retail distribution and single-serve bar formats. The company is privately held and pursues a steady, broad-line chocolate strategy parallel to Snickers' foundational bar business.
• Hershey Company: US-listed chocolate and confectionery leader (Reese's, Hershey's bars, Kisses) directly competing with Snickers in the single-serve chocolate bar segment at the same mass retail channels. Both brands are anchor 'gameday' confectionery choices and contest the same shelf space at Walmart, Target, and Kroger.

Broad incumbents

• Mondelez International: Global snacks major (Cadbury, Toblerone, Milka, Oreo) with overlapping chocolate-bar and ice-cream adjacencies distributed through the same grocery and convenience channels. Cadbury is a direct rival to Snickers in the UK and many emerging markets where Mondelez is the entrenched incumbent.
• Lindt & Sprüngli: Premium Swiss chocolate maker with broad global retail distribution and overlapping product platforms (filled bars, seasonal eggs). Although positioned at a higher price point, Lindt competes for the same gifting and seasonal consumption occasions as Snickers' Easter Eggs and sharing formats.
• Nestlé Confectionery: Owner of KitKat, Smarties, Aero, and Butterfinger (in the US) — KitKat in particular is Snickers' closest single-serve chocolate competitor globally and a frequent share-of-throat rival in UK, Europe, and Asia. Operates similar mass-retail plus foodservice plus seasonal playbooks.

Emerging players

• Haribo: Global gummy/candy confectioner (Gold-Bears, gummy products) competing with Snickers for the same counter-display, single-serve, and kids/adults impulse-snacking occasions across grocery, convenience, and discount channels in Europe, the Americas, and MENA.
• Perfetti Van Melle: Global sugar confectionery group (Mentos, Chupa Chups, Alpenliebe, Trolli) competing for the same single-serve, impulse-buy, and counter-display occasion at grocery and convenience. Stronger in non-chocolate confectionery but increasingly active in adjacent chocolate formats in Europe, MENA, and Latin America.

Others

• Mars Wrigley: Direct sibling — also under Mars, Incorporated, alongside Snickers — operating the Wrigley gum and mints portfolio and other chocolate brands (M&M's, Twix, Galaxy, Maltesers). Useful strategic context: Mars Wrigley competes internally for corporate capital against Snickers and shows the parent's investment cadence in confectionery innovation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/snickers
• YouTubeyoutube.com/c/SnickersBrand
• Facebookfacebook.com/snickers
• Instagraminstagram.com/snickers
• TikToktiktok.com/@snickersbar?lang=en

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Snickers