Why did Marathon change its name to Snickers?

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Edited by ‪@henryhopkin‬

Sources
https://www.madeinchicagomuseum.com/s...
https://fortune.com/article/the-sweet...
"Chocolate Wars: From Cadbury to Kraft - 200 Years of Sweet Success and Bitter Rivalry" by Deborah Cadbury

1990 Snickers advert
   • Snickers - The New Name for Marathon 1990 ...  

Guardian article about Mars
https://www.theguardian.com/business/...

Mars advert from Picturegoer - Wednesday 01 June 1938
https://www.britishnewspaperarchive.c...

"Whipped fondant centre" description is from the Chocolate Wars book

Mars packaging describing Milky Way's "extra layer of creamy caramel" is from here
https://www.express.co.uk/life-style/...

Weird Marathon advert
   • Marathon advert (1978?) - Michael Craze  

Marathon to Snickers name change advert from Daily Mirror - Friday 18 May 1990
https://www.britishnewspaperarchive.c...

Marathon executive discussing the name change from Sunday Tribune - Sunday 08 July 1990
https://www.britishnewspaperarchive.c...

Sky launch video from 1983
   • Sky Channel UK Swindon Launch - 1983  

Opal Fruits name change article from Daily Record - Saturday 13 September 1997
https://www.britishnewspaperarchive.c...