Two Russian retail chains cease selling Snickers and Twix candy bars
In a surprising turn of events, X5 Retail Group, one of Russia's largest retail chains, has suspended deliveries of Mars confectionery products to its Pyaterochka and Perekrestok stores starting from July 23, 2025. This decision was made due to what X5 considers as inflated prices set by Mars, affecting a wide range of popular brands such as Snickers, Twix, Bounty, Mars bars, Milky Way, Korkunov, M&M's, Skittles, Orbit, Eclipse, and Wrigley's chewing gum [1].
However, Mars pet food brands such as Pedigree, Whiskas, and Royal Canin continue to be sold in these stores. This move by X5 could potentially lead to a significant reduction in the availability of these confectionery products, pushing consumers towards alternative brands or local confectionery.
The implications for the confectionery market in Russia include increased pressure on Mars to reconsider pricing or supply strategies within Russia’s largest retail network. This situation also presents potential growth opportunities for domestic or other international confectionery companies to fill the gap left by Mars products in large retail outlets. The ongoing challenges that multinational companies face in the Russian market due to pricing and supply chain tensions are further highlighted by this move [1][2].
It's important to note that Mars is one of the top-selling confectionery brands in Russia, according to NTech-500 data. The suspension affects chocolate bars, candies, chocolates, and chewing gum. Despite the suspension, there is no risk of empty shelves as Mars products will run out in August-September.
X5 has stated the inadmissibility of artificial price increases and is open to dialogue but will act in the interests of consumers, ensuring accessibility and fairness in the supply chain. Mars, on the other hand, has stated that negotiations did not result in mutually acceptable agreements, as Mars' proposed purchase prices significantly exceed market benchmarks [1].
In a positive note, X5 has expressed its interest in cooperating with Russian producers to optimize prices, which could potentially lead to a more sustainable and fair supply chain in the future.
References: [1] Kommersant. (2025, July 24). X5 suspends the delivery of Mars confectionery products due to high prices. Retrieved from https://www.kommersant.ru/doc/4620677 [2] Vedomosti. (2025, July 24). X5 suspends the delivery of Mars products due to disagreement over prices. Retrieved from https://www.vedomosti.ru/business/news/2025/07/24/891824-x5-suspendiroval-dostavki-produktov-marsa-iz-za-nepravilnyh-tsen.html
Businesses may find it necessary to reevaluate their partnerships with suppliers, such as Mars, in the face of perceived profit margin manipulation. This financial decision by X5 could facilitate new opportunities for domestic or international confectionery companies seeking expansion in Russia's market.
