SNICKERS teams up with NFL star to debut limited-edition game day sauces

U.S.A. – SNICKERS®, the Official Chocolate Sponsor of the National Football League (NFL), has unveiled a limited-edition lineup of dipping sauces in partnership with Buffalo Bills quarterback Josh Allen, aiming to elevate game-day snacking for football fans this season.

The campaign, which debuts September 7, introduces three sauces inspired by the brand’s iconic ingredients: Caramel Buffalo, Peanut Teriyaki, and Chocolate Barbecue. 

Each flavor blends SNICKERS’ signature chocolate, caramel, and peanuts with bold, savory twists designed to complement classic halftime bites.

The collaboration marks the first time SNICKERS has entered the sauce category, which Mars Wrigley identifies as a growing segment in the American snacking market. 

For Allen, a long-time Buffalo resident and fan favorite, the partnership reflects both his hometown’s culinary culture and his own enthusiasm for sauces.

“The City of Buffalo knows a thing or two about sauces, and SNICKERS is the MVP when it comes to game-day snacking,” said Allen. “So, it felt very right to partner with SNICKERS to help craft this lineup of sauce flavors that I know the fans are going to love.”

Gabrielle Wesley, Chief Marketing Officer of Mars Wrigley North America, emphasized that the new range is designed to be as satisfying as the brand’s flagship bar. 

“SNICKERS Sauces deliver a flavor experience as satisfying as the bar itself, built for game day snacking, whether you are in the stadium, at home, or at the tailgate,” she said.

Wesley added that SNICKERS Sauces are designed to “run the ultimate cover defense when halftime hunger hits, elevating every savory game-day bite,” while the classic SNICKERS bar “brings home the win with a sweet finish.”

The flavors highlight the brand’s versatility: Peanut Teriyaki combines roasted peanuts with soy and garlic; Chocolate Barbecue brings sweet and smoky notes enhanced by SNICKERS chocolate; while Caramel Buffalo pays tribute to Buffalo’s iconic culinary scene with a spicy-sweet kick.

Fans will be able to purchase the sauces starting September 7 exclusively through Snickers.com/Sauces. Each order comes with a pack of Josh Allen SNICKERS Minis, with weekly online drops scheduled during halftime of the NFL’s 1 p.m. ET Sunday games throughout September.

By teaming up with one of the league’s most high-profile players and expanding into savory snacking, SNICKERS aims to solidify its position as a game-day essential, blending indulgence with innovation in a playful new format.

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