Daily Insights

Snickers’ Brownie Points

By: Mackenzie Baker | Nov 23, 2020

Snickers is getting a new look to transform it into a bonafide dessert. Just in time for the new year, Snickers rolls out its latest chocolate concoction, Snickers Peanut Brownie. The new candy bar merges the well known ingredients of a Snickers with the soft chocolate texture of a brownie. Instead of a traditional, long, Snickers bar, the new treat will be packaged as two individual squares, which when bit into, will reveal a peanut-brownie filling with a layer of caramel. 

Snickers Peanut Brownie will not reach store shelves until next January, so the candy company created an initiative to keep fans satisfied until then. Over the summer, Snickers created a microsite to announce its new arrival. Through the site, fans could join an early countdown to the brownie bar’s release, with viewers able to then “claim” a box of Snickers Peanut Brownie once the countdown hit zero. The first 1,000 consumers to claim a box will receive a 24-count stash of the candy-brownie hybrid once its formally released in 2021. As the promotion only ran while supplies last, Snickers has since shut down its microsite and turned to social media as its primary source of advertising the Snickers Peanut Brownie. Hungry fans can now go to Snickers’ Instagram and Twitter to get a first look at the sweet treats. Returning to social media, especially during the Coronavirus pandemic, could help Snickers retain relevance with loyal fans and boost engagement as users seek out content from comfort food and confectionery brands, according to a Gartner report on the topic. 

Though there are less than two months to go until Snickers Peanut Brownie’s arrival, the candy brand teamed up with Walmart to help ease the wait. Consumers can pre-order the new candy bars exclusively from Walmart’s website, which ensures they will be some of the first people to get their hands on a box. Only the 24-count box is available for pre-order at $29.95, but it can be ordered for pick up or delivery as soon as December, which could help Snickers boost early sales if dessert devotees are eager to taste-test the treats. By working with a nationwide retailer, Snickers could crack a new audience while promoting its new candy, and drive e-commerce sales through its partner’s website. 

The Snickers Peanut Brownie could prove a sweet escape for candy consumers looking to try something new in the new year, particularly as Snickers’ social media promotions tout the treat as a temptation worth pre-ordering, which could build up anticipation and early sales.