Consumers love a blast from the past, but not as much as the confectionery manufacturers themselves, it seems. Mars is just the latest in a number of players to go retro. Nestlé led the charge a few years back with the relaunch of its Texan bar and more recently Cadbury momentarily brought Wispa back to life.
You can see why. As marketing ploys go, it's flawless - it requires little effort and almost guarantees column inches in the tabloids.
But it's also a sad reflection on the state of NPD in the chocolate confectionery category where most 'innovation' is either new packaging or just a variation on a theme.
Lyndon Johnson once said: "We can learn lessons from the past, but we cannot live in it." He wasn't talking about chocolate bars, of course, but confectionery manufacturers should take heed nevertheless.