MARS bars are being renamed Believe to rally England fans for the World Cup. Bosses hope it will inspire England to emulate Bobby Moore's 1966 World Cup win with England.
The chocolate bar will change later this month and will revert to Mars after the tournament ends in July.
Andrea Taylor, of Mars, said: "As the nation's favourite chocolate bar, Mars is in an ideal position to fuel positivity for the World Cup."
The Believe range will also be sold in Scotland, Wales and Ireland, though with a more general philosophical message.
England Football Supporters Federation boss Malcolm Clarke said:
"A Mars bar is still a Mars bar, whatever it's called. I guess some will see it as jumping
on the bandwagon."
Rivals Nestle will also put images of England's 1966 victory on Kit Kats and Yorkies.
Experts expect similar stunts from hundreds of other companies. The Boss of Marketing magazine Brand Republic says,
"It's the biggest sports marketing opportunity
of the decade - companies don't want to be left behind."
This is the Tartan Army's response:
