Just two weeks after the Mars brand set the record, Hershey's has already topped it.

By Mike Pomranz
Updated January 31, 2020
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Despite all the hoopla surrounding it, the Super Bowl is—first and foremost—a competition. There will be a winner and a loser, and the team that scores first doesn’t always walk away with the trophy. So keep that in mind before calling foul on this savvy Super Bowl campaign from Hershey: Today, the chocolate brand revealed that a monster-sized version of its Reese’s Take 5 has already topped the world record for largest chocolate nut bar that Mars set with a giant (but not as giant) Snickers just two weeks ago. Talk about a trick play!

Reese's Breaking Snickers World Record
Thursday, Jan.30, 2020 in Hershey, Pa. (Mark Stehle/AP Images for Hershey)
| Credit: Reese's

To recap, on January 16, Snickers announced they had received official Guinness World Record certification for “the largest chocolate nut bar” with a 12-foot by 27.5-inch by 27.5-inch Snickers weighing in at 4,728 pounds. But apparently The Hershey Company wasn’t having any of it. Today, at Hershey’s Chocolate World in Hershey, Pennsylvania, the rival candy company revealed a Reese’s Take 5 bar that puts those stats to shame: a 5,943-pound bar that’s 9 feet long by 5.5 feet wide by 2 feet high. (For the record, I did the math and Take 5 wins on volume as well: The Snickers was 108,900 square inches; the Take 5 is 171,072 square inches.) And of course, a Guinness World Records’ official was on-hand to certify this new nut bar as the new champ.

“The Reese’s team believes records, even those just a few weeks old, are meant to be broken,” Veronica Villasenor, senior director for the Reese’s brand, said in the announcement. “You might not have been familiar with Reese’s Take 5 before, but now, the bar will become your newest obsession.”

Reese's Breaking Snickers World Record
Thursday, Jan.30, 2020 in Hershey, Pa. (Mark Stehle/AP Images for Hershey)
| Credit: Reese's

Hershey states that the five-layer bar—which features peanut butter, chocolate, caramel, peanuts, and pretzels and was first launched in 2004—took over 40 people five days to create. And it won’t be traveling very far to be eaten: The company says the massive bar will be “consumed by Hershey employees as part of Reese’s ‘Super’ celebration.”

However, one big question remains: How did Reese’s make this happen? A Hershey spokesperson told me that there was nothing underhanded like a mole in the Mars offices: Instead, after seeing Snickers record when everyone else did, Reese’s simply went into action and pulled an even-bigger bar together in just under two weeks. Pretty impressive, and certainly quick thinking on someone’s part. (I’ve reached out to Snickers for any comment on the previous record being beaten so quickly but I’ve yet to get a response.)

Both Reese’s and Snickers created their giant bars to build hype for their Super Bowl commercials. For Reese’s, the ad promoting Take 5 will be the first Super Bowl spot for the brand. Meanwhile, Snickers is celebrating its tenth year airing a Super Bowl commercial. At least the Mars tram can say they're winning that competition by a large margin.