Mars Developing “Snickers” NFTs

The candy company Mars, Inc. sent patents to the USPTO to protect its “Snickers” chocolate bar in Web3. Submitted on June 13, Mars trademark requests suggest that “Snickers” is developing NFTs and metaverse applications.

Mars explicitly says it wants to use its stylized “SNICKERS” logo in “NFTs” and “virtual drinks and snacks.” Mars can sell these NFTs in digital markets as it lists “online shopping services” and “metaverse platforms” in its trademark requests.

It doesn’t seem like Mars is only interested in making digital versions of its “Snickers” candy bars. These documents reveal that Mars is working on “entertainment services” related to its popular milk chocolate product. The Virginia-based company also cited the use of “visual arts” and “video recording” in NFTs.

As for metaverse applications, Mars has included the phrase “virtual reality content” in some of its patents. The company may also be working on playable “avatars” associated with the “Snickers” brand.

Later in its patent filings, Mars hints that it may offer NFT rewards to customers. Interestingly, these documents often refer to “digital tokens” and “digital currencies”, suggesting Mars is considering cryptocurrency integrations.

While Mars’ patents are only aimed at “Snickers,” they often mention NFT licenses for other snack categories such as “chewing gum” and “frozen confectionery.” This suggests that Mars may be considering bringing other brands like Doublemint or Big Red into the metaverse.

Mars, Inc. has not yet released an official statement regarding the newly released “Snickers” NFT patents.

Snack brands are hungry for metaverse exposure

Snack makers may not be as aggressive as other industries in Web3, but more companies are starting to experiment with NFTs and the metaverse.

For example, Mondelez’s Cadbury ran a compelling metaverse ad campaign in India this Valentine’s Day. In partnership with the YUG metaverse, Cadbury used AR and VR technology to take couples “to the moon” for a virtual dating experience.

UTZ Brands is another snack manufacturer that focuses on Web3. In March 2022, UTZ sent NFT-related patent applications to the USPTO similar to Mars’ “Snickers” applications.

Speaking of chip brands, Frito-Lay owner PepsiCo dropped a “SMILE ImpactNFT” in 2021 featuring its famous Lay’s chips. This NFT auction, minted on the Polygon blockchain, raised money for charitable organizations in Romania.

As for charity and snack related NFTs, Rarity Sniper recently discovered that Nestlé has released “Trix Globe NFTs” on OpenSea. These snow globe NFTs feature an image of the Trix rabbit and the towering skyscrapers of Dubai. The money raised from this auction went to Emirates Red Crescent Charity.

Whether salty or sweet, snacks are steadily making their way to Web3.

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