Satisfy Your Halftime Cravings with Limited-Edition SNICKERS® Inspired by Josh Allen

As any sports fan knows, halftime can be a critical moment. With snacks running low and excitement lingering in the air, it’s essential to refuel in style. This year, SNICKERS®, in collaboration with NFL star Josh Allen, is stepping up to ensure that no fan goes hungry during these pivotal game moments.

Starting in June 2025, the iconic candy brand, part of Mars, Incorporated, is launching limited-edition SNICKERS® packs featuring the Buffalo Bills' fearless quarterback, Josh Allen. This partnership aims to boost game-day satisfaction while keeping fans energized and ready for the second half of the game. Each collectible pack will showcase the energetic athlete and will include both traditional SNICKERS® and SNICKERS Ice Cream bars, making them a must-have for any football gathering.

“I've always been a fan of SNICKERS, so putting my name – and my game – on these packs is a win,” said Allen. “Whether you're taking the field or taking your fantasy lineup to victory, SNICKERS has your back when hunger strikes.”

This campaign is not merely about the treats; it’s about creating an experience. SNICKERS® has long been linked with football culture, reflecting the fun, thrill, and camaraderie that game day brings. Gabrielle Wesley, Chief Marketing Officer at Mars Wrigley North America, shared, “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.”

The beautifully designed packs will not only satisfy snack cravings but are also collectible items for fans. The unveiling comes just as football seasons are gearing up, generating buzz within sports communities nationwide. Fans can procure these exciting new snacks across the country, ensuring they are armed with the perfect game-time fuel.

Moreover, this collaboration marks the beginning of numerous surprises throughout the NFL season. As SNICKERS® continues to evolve its brand positioning in sports, fans can anticipate even more innovative flavors and engaging content that resonates with their passion for football.

For those eager to dive into this flavorful partnership, the cricket-like anticipation is high. The limited-edition Josh Allen SNICKERS® packs will be available starting June 2025, just in time for preseason. Additional entertaining promotions and surprises will unfold, assuring fans that SNICKERS® remains an essential companion during those high-stakes moments.

Fans are encouraged to visit the official site SNICKERS.com/halftime for more details, updates, and chances to engage with the brand through social media platforms such as Facebook, X, TikTok, and Instagram. They can stay informed about all things SNICKERS® and join in the camaraderie that accompanies every touchdown and every delicious bite.

About Mars, Incorporated
With over $50 billion in revenue, Mars, Incorporated is a family-owned company committed to delivering quality and responsibility in its wide range of products. Notably, their portfolio includes beloved brands like ROYAL CANIN®, PEDIGREE®, WHISKAS®, and, of course, SNICKERS®. Carrying on the core values encapsulated in the Mars Five Principles, the company aims to make a positive impact on the world while delighting customers. To learn more about their initiatives, visit Mars.com.