Mars is introducing “Snickers” NFTs
The Candy company Mars, Inc. filed a patent to the USPTO to protect its “Snickers” chocolate bar in Web3. Mars’s trademark requests, submitted on June 13, indicate it’s developing “Snickers” NFTs and metaverse applications.
Mars explicitly states that it aims to use its “SNICKERS” style logo in “NFTs” and “Virtual drinks and snacks”. Mars may sell these NFTs in digital markets, because it refers to “online retail store services” and “metaverse platforms” in its trademark requests.
It does not appear that Mars is just interested in creating digital versions of its “Sneakers” candies. These documents show that Mars is working on “entertainment services” related to its famous milk chocolate product. The Virginia-based company noted the use of “visual art” and “video recording” in NFTs as well.
In the case of metaverse applications, Mars contained the term “virtual reality content” in a section of its patents. The company perhaps also be working on a playable “avatar” associated with its “Snickers” brand.
Though Mars’s patents concentrates just on “Snickers”, they generally cite NFT licenses for other snack categories such as “chewing gum” and “frozen sweets”. This suggests that Mars may be considering introducing other brands such as Doublemint or Big Red into the metaverse world.
Mars, Inc. has not yet issued an official statement about the newly released “Snickers” NFT patents.
Snack makers may not be as aggressive in Web3 as other industries, but more companies are beginning to test with NFTs and the metaverse.
Mondelez’s Cadbury, for example, ran an all-inclusive advertising campaign in India on Valentine’s Day. Together with the YUG metaverse, Cadbury used AR and VR tech to bring couples to the moon for a virtual dating experience.
UTZ Brands is another snack maker that focuses on Web3. In March 2022, UTZ submitted NFT-related patents to the USPTO, similar to Mars’ “Snickers”.
In the case of chip brands, Frito-Lay owner PepsiCo released a “SMILE ImpactNFT” in 2022 that included its popular Lay’s potato chips. The NFT auction, which was minted on the Polygon blockchain, raised funds for charities in Romania.
As for charity and snack-related NFTs, Rarity Sniper lately found out that Nestlé released “Trix Globe NFTs” on OpenSea. These snow global NFTs featured images of the Trix rabbit and Dubai’s soaring skyscrapers. Proceeds from the auction went to the UAE Red Crescent Charity.
Snacks, are constantly making their way into Web3.