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

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.