Who says halftime has to be boring? This summer, SNICKERS is bringing the flavor, the fun, and the football fire.
Starting June 2025, SNICKERS, part of Mars Wrigley, is teaming up with Buffalo Bills quarterback Josh Allen to launch limited-edition SNICKERS and SNICKERS Ice Cream packs across the U.S.
That’s right—Allen isn’t just making plays on the field this season; he’s making waves in the snack aisle. With four collectible packs decked out in Allen’s image, this campaign aims to tackle a very real crisis: halftime hunger.
“I’ve always been a fan of SNICKERS, so putting my name – and my game – on these packs is a win. Whether you’re taking the field or taking your fantasy line-up to victory, SNICKERS has your back when hunger strikes.” Josh Allen
From fantasy football fanatics to couch coaches and snack lovers everywhere, this launch is shaping up to be a game-changer.
Halftime just got sweet (Literally)
Here’s what you can expect from the release:
- Four collectible SNICKERS and SNICKERS Ice Cream packs
- Starring Josh Allen as the face of flavor and football
- Available nationwide in June 2025, just in time for preseason
- More info available at snickers.com/halftime
This isn’t just a marketing play—it’s a fan-first snack drop designed to elevate halftime from a lull into a sweet highlight.
SNICKERS and the NFL: a match made in snack heaven
SNICKERS has been the Official Chocolate Sponsor of the NFL for over 20 years, and this move is another winning play in a long history of gameday dominance.
“SNICKERS has been a part of football culture for over 20 years. 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.” Gabrielle Wesley, Chief Marketing Officer, Mars Wrigley North America. “
Between Josh Allen’s MVP status and SNICKERS’ legendary legacy, it’s a snack-and-sports match made in chocolatey heaven. Crunch, caramel, and confidence—Snickers brings it all.
Scoring big and sweet
Seasonal collabs are more than just a sweet treat—they’re smart strategy. Here’s why this one stands out:
- Boosts foot traffic and impulse buys with limited-time-only packs
- Combines two fan favorites—chocolate bars and frozen novelties
- Encourages repeat purchases from collectors and snackers alike
- Uses cultural moments (NFL season) to drive deep consumer engagement
If you’re in food retail, wholesale, or private label manufacturing, this drop is a great example of how ingredient sourcing + pop culture = shelf power.
Game on
Behind the scenes, a move like this means precise planning, reliable supply chains, and ingredient flexibility. Chocolate, nougat, caramel, and frozen dairy need to show up on time, in top shape, and at scale.
For importer suppliers, wholesalers, and private label brands, it’s a reminder that seasonal demand spikes require foresight and strategic sourcing. Whether you’re building the next hit product or planning your fall lineup, now’s the time to think ahead.
Sweet collab
This SNICKERS x Josh Allen campaign is more than eye candy—it’s a full-on playbook for success. It shows how tapping into sports culture, elevating packaging, and embracing limited-edition hype can energize both consumers and sales.
Want to create your own MVP-level snack moment? Whether you need bulk ingredients, custom flavor solutions, or just a reliable partner who knows how to work a season, Source86’s got your back.
Craving a winning recipe for your next launch? Let’s talk chocolate, caramel, and game-day innovation. Contact us or explore our ingredient and private label solutions today. Touchdown snacks, incoming.
