RE: Mars Collab16 Nov 2025 07:18
The Snickers/Mars protein powders you’ve seen in Germany are old, narrow licences run by small third-party manufacturers. Single-format SKUs, patchy distribution, minimal brand support, premium per-serve pricing, and no global rollout… that’s classic legacy licensing. They’ve existed since pre-2020 as opportunistic tests, not as part of Mars’s global brand plan.
Myprotein x Mars is a different animal: multi-brand, timed for Black Friday, and plugged into Myprotein’s scale (global D2C plus 40k–50k retail doors, aiming for 100k). THG has shown it can turn licences into volume franchises fast (see Müller desserts hitting roughly £3m/month retail within a year). Expect broader categories (powders, bars, RTD, desserts), sharper price points, global drops, and proper marketing muscle. Legacy = boutique licences; this = scaled, multi-category brand collaboration with materially better economics and reach.