Sports fans are in for a treat this September, as key Mars brand Snickers has forged a major campaign with NFL quarterback Josh Allen of the Buffalo Bills, backs a limited edition trio of confectionery-flavoured sauces, writes Neill Barston.
The key endorsement touches upon a new segment for chocolate, which the brand believes will tap into American’s love of half-time game snacks, with the sauce segment identified as a notable area of product growth.
Moreover, the latest range brings together the core elements of the brand – chocolate, caramel and peanuts – by featuring three distinct flavors – Caramel Buffalo, Peanut Teriyaki and Chocolate Barbecue.
Josh Allen has been hailed as one of the NFL’s league’s most valuable players, and follows a significant trend in recent years of celebrity backing for brand within the US market in particular.
Gabrielle Wesley, Chief Marketing Officer, Mars Wrigley North America, believed this season’s big release would have a significant impact.
She said: “Snickers Sauces deliver a flavour experience as satisfying as the bar itself, built for game day snacking whether you are in the stadium, at home, or at the tailgate.
“Snickers runs the ultimate cover defence when halftime hunger hits, elevating every savoury game day bite with Snickers Sauces. And of course, our classic Snickers bar brings home the win with a sweet finish.”
Having called Buffalo home for nearly a decade, Josh Allen channeled his love of sauces, football, and Snickers to help craft a sauce trio that meets both hometown and most valuable player level standards.
The latest flavours include its Peanut Teriyaki, featuring the brand’s distinctive peanuts and notes of soy and garlic for a flavour-packed punch. Meanwhile, the Chocolate Barbecue includes Sweet and smoky flavours that come together in the Chocolate Barbecue sauce, using a special chocolate recipe, for an unexpected and saucy game day addition.
“The City of Buffalo knows a thing or two about sauces, and SNICKERS is the MVP when it comes to game-day snacking,” said Josh Allen. “So, it felt very right to partner with Snickers to help craft this lineup of sauce flavours that I know the fans are going to love.”
**Skittles fire-fuelled surprise
**In other significant news for the company, Skittles has promised to bring the heat with its ‘swiciest’ release yet, Skittles Gummies Fuego.
The bold new offering fuses sweet and spicy in one delicious bite, delivering the spicy kick fans have been craving, with the series anticipated to be a big hit on TikTok.
The brand has just made the line available on the TikTok Shop—while supplies last—giving fans an exclusive first taste before hitting shelves nationwide in January 2026, as well as being made available through selective retailers.
“At Mars, we’re always paying attention to emerging trends and looking for exciting new ways for our fans to experience Skittles,” says Ro Cheng, Vice President, Marketing, Mars Wrigley North America. “With Skittles Gummies Fuego, we’re adding some spice to a sweet, original fan favorite, bringing a bold flavor experience that we know “swicy” fans will enjoy.”
SKITTLES Gummies Fuego joins the brand’s growing innovation lineup—including SKITTLES POP’d, SKITTLES Littles, and SKITTLES Gummies—proving there’s no limit to how fans can ‘Taste The Rainbow.’