Josh Allen, quaterback for the Buffalo Bills is backing a special edition of Snickers. Pic: Mars Wrigley
Posted: 5 June 2025
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Mars Wrigley flagship brand has confirmed a big-hitting deal with Buffalo Bills Quarterback Josh Allen for a special limited edition bars and ice cream packs as part of the group’s sponsorship of the National Football League, reports Neill Barston.
The move marks a continuing trend for many major brand confectionery groups in delivering key celebrity endorsements that have become a significant factor of marketing within the industry.
As Mars noted, the halftime snack energy hit from some of its chocolate ranges is considered a firm tradition, and the group is glad to play its part in the celebrations surrounding the immensely popular football league, which has even found a following in the UK, with several high profile games having been played in London in recent years.
Indeed, as Confectionery Production has previously reported, sporting occasions, including the Superbowl remain hugely significant moments for the American population and fans around the world, and Mars is keen to continue its association with the sport.
“I’ve always been a fan of Snickers, so putting my name – and my game – on these packs is a win,” said Josh Allen. “Whether you’re taking the field or taking your fantasy line-up to victory, Snickers has your back when hunger strikes.”
From two-minute drills to snack-ctime thrills, these limited-edition bars will be available nationwide starting this June, dropping just ahead of preseason.
“Snickers has been a part of football culture for over 20 years,” said Gabrielle Wesley, Chief Marketing Officer, Mars Wrigley North America. “With the help of NFL MVP Josh Allen, Snickers is turning every halftime into a moment of delicious satisfaction and giving fans something new to rally behind.”
As the brand concluded “This is just the first play,” in terms of its snacking strategy, and urged consumers to watch this space during the season for plenty more treats in store both on the field and from its ever-increasing portfolio of products.
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