PB Max was a candy bar made in the United States by Mars Inc. It was first created and produced in 1989. They consisted of creamy peanut butter on top of a square-shaped whole grain cookie, enrobed in milk chocolate and cookie crumbles. The PB Max was initially created by Mars to compete with the peanut butter candy market, namely Reese’s Peanut Butter Cups. They were sold in single bar form or in boxes of 6 bars. Unfortunately the PB Max’s life span would be short lived. Despite favorable reception and high sales, the PB Max was discontinued sometime in the early to mid 90’s (approx.1992-1994). According to former Mars executive Alfred Poe, PB Max was discontinued due to “the Mars family's distaste for peanut butter”, despite the $50 million in sales at the time. In contrast to the stated reason why PB Max was discontinued, promotional advertising highlighted the fact that PB Max contained peanut butter.
Even with its short life span, the PB Max left an impression with consumers which resulted in an almost cult like following of supporters who refuse to forget the PB Max and even try endlessly to recreate it. There have been many petitions over the years which have tried to convince Mars Inc. to bring back the PB Max, and there are even some petitions that are still currently active.
It is thought that the Twix candy bar may have been intended to replaced PB Max in people's pantry's. They are closely related in terms of them both having caramel and chocolate covering a grain cookie center. Adding to this, one of the main difference's between PB Max and Twix is that Twix has no peanut butter.
Promotion & Advertising
There were a few commercials that were used to promote the PB Max. Each commercial was slightly similar in content, in which they declared that the "PB" in its name didn't stand for things such as: piggy banks, polka band, portly ballerina, pet barracuda, pineapple beanie, platinum blonde, penguin black-belt, pig basketball, plow boy, “Pretty Boy” Max (boxer), the “Pottstown Barbarian” (wrestler), powerful bite, pure bliss, parachuting buffalo, or pink baboon — but that it in fact stood for peanut butter. The commercials usually ended with the traditional slogan: “We Mean Peanut Butter.”
In 1994 PB Max had been transformed into a variety of spreads. The flavors of the different spreads consisted of: strawberry (strawberry & peanut butter), traditional PB Max flavor (chocolate & peanut butter) and eventually a Snickers PB Max version (chocolate, peanut butter & caramel).
Peanut butter (peanuts, sugar, hydrogenated vegetable oil, salt), milk chocolate (sugar, cocoa butter, milk, chocolate, soy lecithin, vanillin), partially hydrogenated vegetable oil (canola, soybean and cottonseed), oats, flour, sugar, mono and diglycerides, baking soda, high fructose corn syrup, TBHQ.
Percentage of U.S. Recommended Daily Allowance (U.S. RDA):
Protein - 8, Vitamin C - +, Riboflavin - 2, Calcium - 2, Vitamin A - +, Thiamine - 2, Niacin - 10, Iron - 2
+ - Contains less than 2% of the U.S. RDA of these nutrients.
- Hoover, Gary; Campbell, Alta; Spain, Patrick J. (1990). Hoover's handbook: profiles of over 500 major corporations. The Reference Press. p. 349.
- PB Max Commercial.
- Associated Press (1990-11-09). "Mars Introduces New M&M Candy". The New York Times.
- New York State Department of Taxation and Finance: TSB-A-93 (38)S
- Brenner, Joël Glenn (2008). The emperors of chocolate: inside the secret world of Hershey and Mars. Broadway Books. p. 39. ISBN 1439571554.
- PB Max Commercial.
- Jason Liebig, "PB Max! – Quite a striking candy wrapper." collectingcandy.com