Is Marathon (U.S. braided caramel bar) Discontinued? What Happened?

1973–1981 Food/CPG • United States

Fate: National production ended when the product was discontinued in the U.S. by the early 1980s.

Mars The U.S. Marathon bar was Mars extra-long, braided caramel candy bar coated in milk chocolate, launched in 1973. Its signature gimmick was the 8-inch ruler printed on the wrapper to emphasize length and chew time, supported by the tagline "Lasts a good long time." Despite memorable marketing and a small cult following, the product was discontinued by 1981 as Mars trimmed slower sellers.

Some may recall remember Marathon bars in the United Kingdom, but its only similarity to the American bar was in name only. Until 1990, the U.K's version of Marathon was the equivalent of an American Snickers bar. This added confusion from across the pond. Unfortunately for the devoted fan base, the braided Marathon bar remains discontinued in the United States.

Timeline

  1. Late–1970s

    • TV spots and print ads push the "Lasts a good long time" tagline.

  2. 1973

    • August — Marathon bar launches in the U.S. as a braided caramel and chocolate bar with an 8-inch wrapper ruler

  3. 1981

    • Product discontinued in the U.S. as Mars restructures its portfolio.

  4. 1990

    • U.K. "Marathon" brand name officially changes to Snickers.

Frequently Asked Questions

What was the Marathon bar?

The U.S. Marathon bar was a long, braided caramel bar covered in milk chocolate. Mars launched it in 1973.

Why did the wrapper have a ruler on it?

The wrapper showed an 8‑inch ruler to prove how long the bar was, fully leaning into the slogan "Lasts a good long time."

What made the Marathon bar unique?

Its twisted caramel shape, extra length, and slow chew made it stand out from other candy bars.

When was the Marathon bar discontinued?

Mars discontinued it in 1981 as part of trimming slower‑selling products.

Was the U.K. Marathon bar the same thing?

No. In the U.K., "Marathon" was the name for what Americans know as Snickers. The two bars shared only a name, not a recipe or design.

Did the U.S. Marathon bar ever come back?

No. Fans still talk about it, but the braided caramel version has never been reissued.

Why do people remember the Marathon bar so fondly?

It was long, chewy, and different from anything else in the candy aisle. The ruler gimmick and braided shape made it unforgettable.

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