Who Owns Snickers?
Snickers is owned by Mars, Incorporated, a privately held American multinational food and confectionery company. Mars created Snickers in 1930 and has owned the brand continuously since then. Mars is headquartered in McLean, Virginia, USA, and is controlled by the Mars family. Snickers is the world's best-selling chocolate bar by volume.
Snickers Timeline
Who Owns Snickers?
- Parent Company: Mars, Incorporated
- Ownership Type: Wholly owned
- Company Type: Privately Held
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Snickers | Mars, Incorporated | Wholly owned |
Where to Buy
Disclosure: We may earn commission from purchases
Snickers on AmazonHistory of Snickers
- Founded: 1930
- Founders: Frank Mars
Frank Mars introduced Snickers in 1930 through his company, Mars, Incorporated. The bar was named after the Mars family's favorite horse, Snickers. The original product combined nougat, caramel, roasted peanuts, and milk chocolate coating, a formula that has remained essentially unchanged for over 90 years. Frank Mars had previously created the Milky Way bar in 1923 and the Snickers bar was developed as a more substantial, peanut-based alternative.
The bar was priced at five cents when first introduced, competitive with other candy bars of the era. During World War II, Snickers bars were included in US military rations, which introduced the brand to American servicemen stationed overseas and helped build post-war demand in international markets.
Snickers expanded internationally in the 1950s and 1960s, entering European and Asian markets. In the United Kingdom and Ireland, the bar was sold under the name "Marathon" until 1990, when Mars unified the branding globally under the Snickers name. The Marathon-to-Snickers rebranding was one of the largest confectionery rebranding campaigns in history, though some UK consumers still refer to the bar as Marathon.
Snickers became the world's best-selling chocolate bar by volume in the 1990s, a position it has maintained for over three decades. The brand's global retail sales are estimated at approximately $3 to $4 billion annually. The bar is sold in over 100 countries and is manufactured at Mars facilities in the United States, the United Kingdom, the Netherlands, Australia, Mexico, and China.
The brand's most significant marketing success came with the "You're Not You When You're Hungry" campaign, launched in 2010. The campaign featured celebrities including Betty White, Robin Williams, and Mr. Bean, portraying them as irritable or out-of-character people who returned to normal after eating a Snickers. The campaign ran globally and was widely recognized as one of the most effective advertising campaigns in the confectionery industry. It won the Grand Prix at the Cannes Lions International Advertising Festival in 2010.
Mars has extended the Snickers brand into multiple product formats. Snickers Ice Cream Bars, introduced in the 1990s, became a significant product line. Other extensions include Snickers Almond, Snickers Peanut Butter Squares, Snickers Crisper, and various limited-edition flavors. The core original Snickers bar remains the best-selling product in the line.
As of 2026, Snickers faces challenges from rising cocoa prices, which reached record highs in 2024 and 2025 due to climate-related crop failures in West Africa. Mars responded by raising prices on Snickers products globally and reducing bar sizes in some markets (a practice known as shrinkflation). In August 2025, Mars announced a partnership with Pairwise to use gene-editing technology (CRISPR) to improve cocoa production resilience, a five-year program running from 2025 to 2029.
About Mars, Incorporated
What does Mars, Incorporated own?
Mars owns a portfolio of approximately 50+ brands across pet care, confectionery, savory snacks, and food categories. Its most recognized brands include M&M's, Snickers, Twix, Pedigree, Whiskas, Royal Canin, Pringles, Cheez-It, and Pop-Tarts. The company also owns the world's largest veterinary hospital network through Banfield, BluePearl, and VCA. The Kellanova acquisition in December 2025 added Pringles, Cheez-It, Pop-Tarts, RXBAR, and Kellogg's cereal brands to the portfolio.
Is Mars, Incorporated publicly traded?
No, Mars, Incorporated is entirely privately held by the Mars family. The company has never been publicly traded and has no stock exchange listing. This private ownership structure has been a consistent feature since the company's founding in 1911 and is enshrined in the company's Five Principles as the principle of "Freedom."
Who founded Mars, Incorporated?
Mars was founded by Frank C. Mars in 1911 in Tacoma, Washington. Frank Mars started the company producing butter cream candies. His son, Forrest Mars Sr., later joined the business and drove its global expansion, developing M&M's in 1941 and establishing Mars operations in the United Kingdom. The Mars family has maintained ownership and control across multiple generations.
Where is Mars, Incorporated headquartered?
Mars, Incorporated is headquartered in McLean, Virginia, USA, in the Washington metropolitan area. The Mars Snacking division is headquartered in Chicago, Illinois, following the Kellanova acquisition. The company operates manufacturing facilities and offices in more than 80 countries worldwide.
How many brands does Mars, Incorporated own?
Mars owns approximately 50+ brands across its four primary segments. The portfolio includes 9 billion-dollar brands in snacking alone (M&M's, Snickers, Twix, Skittles, Pringles, Cheez-It, Pop-Tarts, Kellogg's, and Dove/Galaxy), plus major pet care brands including Pedigree, Whiskas, and Royal Canin. The company also operates veterinary service brands including Banfield, VCA, and BluePearl.
Who owns Mars, Incorporated?
Mars, Incorporated is owned entirely by the Mars family, descendants of founder Frank Mars and his son Forrest Mars Sr. The family has maintained complete ownership across multiple generations, making Mars one of the world's largest family-owned businesses. No external investors, private equity firms, or public shareholders hold equity in the company.
What was Mars's largest acquisition?
Mars's largest acquisition was the $36 billion purchase of Kellanova, completed on December 11, 2025. Kellanova's portfolio included Pringles, Cheez-It, Pop-Tarts, RXBAR, and Kellogg's international cereal brands. The deal created a combined Mars Snacking division generating approximately $36 billion in annual revenue. Prior to Kellanova, Mars's largest acquisition was the approximately $23 billion purchase of Wrigley in 2008.
What is Mars's annual revenue?
Mars generates approximately $65 billion in annual revenue (FY2025, estimated). The company does not publicly disclose detailed financial results because it is privately held. Revenue estimates come from company press releases, credit rating agencies, and reputable business press. Following the Kellanova acquisition, Mars's snacking division alone generates approximately $36 billion in annual revenue.
- Founded: 1911
- Headquarters: McLean, Virginia, USA
- Company Type: Privately Held
- Revenue: approximately $65 billion (FY2025, estimated)
- Employees: approximately 170,000
Where Is Snickers Made / Based?
- Headquarters: McLean, Virginia, USA
- Manufacturing / Operations: United States, United Kingdom, Netherlands, Australia, Mexico, China
Snickers Categories & Tags
Brands Owned by Mars, Incorporated
Food BeverageCelebrations
Owned by Mars, Incorporated
British chocolate assortment brand featuring a variety of chocolate candies, owned by Mars, Incorporated and distributed globally.
chocolateassortmentcandies
Food BeverageCheez-It
Owned by Mars, Incorporated
American brand of cheese cracker snacks owned by Mars, Incorporated through its Kellanova subsidiary. Created in 1921 in Dayton, Ohio.
snackscrackerscheese
Food BeverageGalaxy Chocolate
Owned by Mars, Incorporated
British chocolate brand owned by Mars, Incorporated, known for smooth and creamy chocolate bars and confectionery products.
chocolatechocolate-barsconfectionery
Pet CareIams
Owned by Mars, Incorporated
American pet food brand known for premium dog and cat food formulations, owned by Mars Petcare since 2014.
pet-fooddog-foodcat-food
Food BeverageM&M's
Owned by Mars, Incorporated
Candy-coated chocolate confections produced by Mars, Incorporated, one of the world's best-selling candy brands since 1941.
candychocolateconfectionery
Food BeverageMaltesers
Owned by Mars, Incorporated
British chocolate brand owned by Mars, Incorporated, known for malted milk balls covered in milk chocolate.
chocolateconfectionerymalted-milk-balls
Competitors to Snickers
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Ferrero | USA | 1923 | Mass market | United states | All Genders | |
| Mars Inc | USA | 1941 | Mass market | Global | All-ages | |
| Mars Inc | USA (Mars) | 1923 | Mass market | Global | All-consumers | |
| Ferrero | Italy | 1921 | Mass market | United states | All-ages | |
| Mars Inc | United Kingdom | 1997 | Mass market | Europe | All-ages | |
| Mars Inc | United Kingdom | 1960 | Mass market | United kingdom | All Genders |
Learn More About Competitors
Food BeverageButterfinger
Owned by Ferrero
American candy bar brand known for its peanut butter and chocolate flavor, owned by Ferrero Group.
candy-barchocolatepeanut-butter
Food BeverageM&M's
Owned by Mars, Incorporated
Candy-coated chocolate confections produced by Mars, Incorporated, one of the world's best-selling candy brands since 1941.
candychocolateconfectionery
Food BeverageMilky Way
Owned by Mars, Incorporated
American nougat, caramel, and chocolate candy bar owned by Mars, Incorporated, introduced in 1923. One of the oldest candy bars still in production in the United States, with a distinct formulation difference between US and European versions.
chocolatecandy-barnougat
Food BeverageBaby Ruth
Owned by Ferrero
American chocolate candy bar with peanuts, caramel, and chocolate, founded in 1921 by Curtiss Candy Company and owned by Ferrero Group since January 2018.
chocolateconfectionerycandy
Food BeverageCelebrations
Owned by Mars, Incorporated
British chocolate assortment brand featuring a variety of chocolate candies, owned by Mars, Incorporated and distributed globally.
chocolateassortmentcandies
Food BeverageGalaxy Chocolate
Owned by Mars, Incorporated
British chocolate brand owned by Mars, Incorporated, known for smooth and creamy chocolate bars and confectionery products.
chocolatechocolate-barsconfectionery
Competitive Analysis
Market Positioning: Snickers competes with 6 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
Independent Alternatives to Snickers
Looking for brands with different ownership structures? These similar brands are not owned by Mars, Incorporated, giving you alternative choices that support different corporate structures.
Food BeverageAero
Owned by Nestlé S.A.
British chocolate brand known for its distinctive aerated, bubbly texture, produced and distributed by Nestle and sold primarily in the United Kingdom, Canada, and select international markets.
chocolateconfectionerysnacks
Publicly Traded
Aero is owned by Nestlé S.A., a public company, a different structure than Snickers's parent.
Food BeverageCadbury
Owned by Mondelez International, Inc.
British confectionery brand known for Dairy Milk chocolate, owned by Mondelez International.
chocolateconfectionerydairy-milk
Publicly Traded
Cadbury is owned by Mondelez International, Inc., a public company, a different structure than Snickers's parent.
Food BeverageKitKat
Owned by Nestlé S.A.
Chocolate-covered wafer bar created by Rowntree's in 1935, owned globally by Nestle S.A. and licensed to The Hershey Company in the United States under a perpetual agreement.
chocolateconfectionerywafer-bar
Publicly Traded
KitKat is owned by Nestlé S.A., a public company, a different structure than Snickers's parent.
Food BeverageA&W Root Beer
Owned by Keurig Dr Pepper
Classic American root beer brand founded in 1919, owned by Keurig Dr Pepper (NYSE: KDP) and sold across North America in retail and foodservice channels.
root-beersoft-drinksoda
Publicly Traded
A&W Root Beer is owned by Keurig Dr Pepper, a public company, a different structure than Snickers's parent.
Food BeverageAquafina
Owned by PepsiCo, Inc.
American brand of purified bottled water produced by PepsiCo, featuring both still and flavored water products distributed in more than 30 countries.
bottled-waterpurified-waterbeverage
Publicly Traded
Aquafina is owned by PepsiCo, Inc., a public company, a different structure than Snickers's parent.
Food BeverageBarq's
Owned by The Coca-Cola Company
American brand of root beer and other soft drinks owned by The Coca-Cola Company.
root-beersoft-drinkbeverage
Publicly Traded
Barq's is owned by The Coca-Cola Company, a public company, a different structure than Snickers's parent.
Jobs at Mars, Incorporated
Latest News About Snickers
Related Articles About Snickers
View more articles
Industry Ownership
Who Owns the Chocolate Industry
Mars, Mondelēz, Nestlé, and Lindt control the vast majority of global chocolate sales. Here is a complete ownership map of the chocolate industry, from Snickers and Cadbury to KitKat and Toblerone.
Who Brands StaffMar 24, 2026
ChocolateIndustry OwnershipMars
Industry Analysis
How Family-Owned Companies Resist Acquisition
Mars wrote Freedom into its corporate principles. IKEA is owned by a Dutch foundation. Aldi is split between two family branches. Discover how family-owned companies resist acquisition and why it matters. Explore our database.
Who Brands StaffJul 27, 2026
Family OwnedMarsIkea
Brand Ownership
20 Food Brands Owned by the Same 5 Companies
Nestlé, Kraft Heinz, Unilever, Mars, and PepsiCo collectively control dozens of the most recognizable food brands on supermarket shelves. Here are 20 examples that reveal just how concentrated food ownership has become.
Who Brands StaffFeb 23, 2026
Food BrandsBrand OwnershipNestlé
People Also Searched
Discover popular brands and companies in the Food & Beverage category and related searches from other users.
Brandsoft-drink
7 Up
American lemon-lime flavored carbonated soft drink brand known for its crisp, clean taste and caffeine-free formula.
Brand in Food & Beverage
lemon-limecaffeine-free
Brandprobiotic
Activia
Probiotic yogurt brand owned by Danone SA, sold in more than 70 countries. Activia is positioned as a digestive health product and is one of Danone's highest-revenue dairy brands globally.
Brand in Food & Beverage
yogurtdigestive-health
Brandchocolate
Aero
British chocolate brand known for its distinctive aerated, bubbly texture, produced and distributed by Nestle and sold primarily in the United Kingdom, Canada, and select international markets.
Brand in Food & Beverage
confectionerysnacks