3 Musketeers's Slogans & Taglines

3 Musketeers is a candy bar made in the United States and Canada by Mars, Incorporated that has proven a great name can outlast its original concept. Launched in 1932 as the third candy bar from Mars—after Milky Way and Snickers—it was named after Alexandre Dumas's novel and originally contained three separate nougat pieces: chocolate, strawberry, and vanilla, each representing one of the legendary musketeers. During World War II sugar rationing in 1942, the less popular strawberry and vanilla were discontinued, leaving only the chocolate flavour that fans had already embraced. Despite losing two-thirds of its identity, the name endured. The brand's slogans have evolved from the classic "Big on Chocolate!" to the health-conscious "Big on Chocolate, Not on Fat!" introduced in 1998, reflecting its 45% lower fat content. In 2007, the 75th anniversary brought the first flavour extension with Mint, followed by creative innovations like Birthday Cake in 2019. Today, with its fluffy whipped nougat wrapped in milk chocolate, 3 Musketeers remains a symbol of American candy resilience, wartime adaptation, and the enduring belief that a beloved name, once earned, can survive any change.