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Snacking has a history as old as civilization itself. Pretzels were supposedly first crafted in the Middle Ages. Peanuts have been eaten for millennia. Popcorn dates back thousands of years. But snacking has since evolved into something far more sophisticated.
Today, snacking is an experience. A moment of joy.
And that spirit of innovation defines how Mars thinks about the next wave of snacking—experimenting with flavor, texture and function. We still use staples like peanuts (SNICKERS®, M&M'S®) and pretzels (COMBOS®), but we're reimagining what they can be. Because while the history of snacking stretches back millennia, the future of snacking? We're writing it now.
Is texture taking precedence?
More than 70% of consumers want treats with unique textures. Think: A satisfying crisp. A crackle. An unexpected mouthfeel. These are the details that make us stop and savor.
New SKITTLES® Gummy Crystals do exactly that, combining a squishy texture with a tangy crunch. These new candies are launching exclusively on TikTok Shop this November before expanding to retail next year.
Crunchy texture gets an almond spin with our new SNICKERS® Xtreme Almond, the ultimate sweet-and-salty blend of creamy caramel and crunchy almonds—some early shoppers who have spotted the new product on shelves have already become passionate fans.
Or take COMBOS® Honey Sriracha, a sweet-spicy fusion with notes of garlic and cayenne that packs a bold taste. Because nearly 60% of consumers are demanding “extreme” flavors. It’s snacks like these that spark curiosity and conversation.
Cued into culture
At Mars, we don’t only make snacks. We show up in life when and where it matters.
When football season hits, fans celebrate touchdowns, rivalries and big plays. They band together when games don’t go their way. SNICKERS®, the official chocolate sponsor of the NFL, is there for the highs and lows.
New this year, SNICKERS® Football shapes, complete with chocolate laces, hit shelves just in time for the season. We also launched SNICKERS® Ice Cream Minis in six flavors (my personal favorite is Crunchy Peanut Butter). This expansion reflects our understanding of the category: Consumers are flocking to bite-size indulgences that fit naturally into their days.
On the flip side, when people want spice—and increasingly, they do—we have them covered. Over 50% of consumers said last year they like to buy food labeled as “spicy,” which marks an 11-point gain from a decade ago. Our Pringles® Buffalo Wild Wings® potato crisps draw inspiration from the chain’s wildly popular sauce. The Asian Zing® variety brings serious heat from chili peppers along with soy and ginger. We're not chasing trends. We're using data and real-time insights to deliver the right snacks at the right times.
Showing up in these moments with partnerships, new formats and unexpected flavors drives fan engagement and retail traffic.
The protein pivot
The American protein craze isn't slowing down. Three in 5 consumers say they are looking to level up their protein intake, and nearly half have purchased a product because the label featured protein. It’s taking off especially with younger shoppers: Over one-third of Gen Z and Millennials report buying more value-added proteins since last year, according to 2026 Mintel data.
That’s the opportunity behind Cheez-It® Protein, a new snack I’m extra excited about. Launching this month, it packs a sharp cheese flavor, satisfying crunch and a protein boost with 7 grams per serving. Like the classic, our toasty crackers are still made with 100% real cheese—these just have a functional bonus.
2027 and beyond
Mars never stands still. To streamline new creations, we opened a world-class, 44,000-square-foot innovation hub in Chicago dedicated to chocolate and nut research for brands like M&M'S®, SNICKERS® and KIND®. The facility brings together next-gen science, a modern test kitchen and production lines to help us move quickly from idea to market.
We’re working hard to be present for moments big and small, while inspiring fun and joy each day. Because today’s treats have become so much more. I’m talking about SKITTLES® Gummy Crystals for family game night, Pringles® Buffalo Wild Wings for football tailgates and Cheez-It® Protein for the 4 o’clock snack attack.
The best part? We're just getting started.
