At this point, it’s permanently lodged into our brain: If you’re hungry, grab a Snickers. Or at least that’s what the team over at Mars Wrigley Confectionary wants you to think. For years their Snickers campaign “You’re Not You When You’re Hungry” has been a widespread success, almost on the same caliber as the infamous Kit Kat “Give Me a Break” theme song. So it only makes sense that Snickers would step it up a notch with three new hunger-satisfying flavors.
Snickers isn’t the only candy brand to test out new flavors on a classic product. Just a few months ago, M&M’s launched three new crunchy flavors and asked customers to vote for their favorite. Coffee-Mate did a collaboration with the Cheesecake Factory with two cheesecake inspired flavors. Even Oreo recently released a birthday cake flavor! Although many products like to experiment with new flavors, this is the first time Snickers has tried mixing up their classic bar.
“For a couple years now what we’ve been doing is giving consumers a way for them to express their hunger symptoms, and also solve them with Snickers,” said Brand Director Josh Olken. “So this is a new way to make it exciting and fresh and tie in the flavors that consumers love. We’ve been looking around for flavors that we know are exciting. We know consumers are increasingly looking for adventures with their food, so we thought we could bring some fun to that and bring that to our campaign and launch these three new flavors: Espresso, Fiery, and Salty & Sweet.”
Snickers is well aware that being “hangry” (which means being hungry and angry at the same time) can come in all different forms. So instead of buying the usual Snickers bar to satisfy that hunger, Snickers is challenging you to evaluate the type of “hangry” that you feel. Once you’ve decided your hunger “symptom,” you can cure it with the proper bar.
Kiersten Hickman/Taste of Home
Which hunger symptoms can be satisfied with Snickers?
Instead of just releasing three new flavors, Snickers pairs each flavor with a hunger symptom to satisfy your craving. The first is Espresso for when you’re feeling irritable and need a perk-up. If you’re feeling wimpy, maybe you need a wake-up call with the Fiery bar. And for those of you who can’t decide between a candy bar or a bag of chips to snack on, the Salty & Sweet will satisfy your indecisive hunger problem.
What’s the flavor breakdown?
When you break open the three different bars, they surprisingly look the same. There’s no change of color or texture difference. This, of course, became quite an issue among some of our staffers who went to try a piece of the Espresso bar, only to find themselves eating a Fiery instead.
Although the bars look the same, they taste extremely different.
- Espresso has a deliciously rich coffee taste that actually pairs really well with a cup of coffee (yes, I did test it out).
- Salty & Sweet tastes similar to a salted caramel chocolate bar, with much more saltiness than a normal Snickers bar.
- Fiery, in my opinion, was the most shocking of three. At first, it tastes like a normal Snickers. But after a few seconds, you get a wild kick of chili that leaves your mouth and throat burning. Most people in our office were skeptical to mix spicy food with sweet chocolate, but it is a surprisingly delightful experience (and very similar to our Mayan Chocolate Biscotti recipe).
Why these three flavors?
According to Josh, these flavors were specifically chosen due to their popularity in the overall market.
“In the past few years, Salty & Sweet has been one of the most popular flavor trends across categories,” said Josh. “And we’ve been seeing as you look across the market that hot things coming into all kinds of unexpected places. So we thought that would be a fun thing to bring into a Snickers bar.”
Snickers did end up trying a bunch of different flavors but ultimately went with the ones that seemed most fitting with trending flavors within the market. I joked with Josh about creating an avocado Snickers, which he replied with a hearty laugh and a “never say never!”
“Some of [the flavors] generate from our own consumer insights,” Josh said, while others are experiments by research and development department. “Sometimes people are walking up to my desk and giving me crazy things to try. So never say never on an avocado Snickers.”
An avocado Snickers does not sound appealing in my book, but neither did a spicy Snickers until I gave it a taste.
How long will the candy bars be in stores?
You better hop on over to your nearest convenience store, because these Snickers are only available this summer! However, if Salty & Sweet is your favorite out of three, no sweat. This flavor will be launching again at the end of the year on a permanent basis.
Which one was my favorite?
I admit I wouldn’t mind eating all three to ultimately satisfy my hunger. However, I was most intrigued by the Fiery Snickers flavor. I just can’t get over how crazy delicious a spicy chocolate bar can actually be, especially since I’m a huge fan of chocolate and spicy food. Although extra spicy food is a hot trend right now, finding it in a candy bar like this certainly is a first. It’s an adventurous risk that Snickers is taking, which according to Josh, is exactly what they were looking for.
“We know that in this day and age people are adventure seeking,” Josh said. “They are looking for newness even in the brands they love, so we’re trying to stay in it.”
For the ultimate adventure, maybe you should attempt trying one of these three flavors in our Snickers Cookies! I know I’m certainly going to.