History of Twix Bar

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  • Topic: Mars, Incorporated, Candy bar, Chocolate
  • Pages : 2 (756 words )
  • Download(s) : 400
  • Published : March 23, 2011
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Twix candy bar is a butter cookie topped with a thick layer of caramel and the whole bar covered in dairy milk chocolate. The size of the candy fingers is about four inches long and half an inch thick, two of these are packaged together in a single wrapper. The Twix brand is owned by Mars, Inc which is one of the largest confectionery manufacturers globally. The product was first created by Mars Limited in the UK in 1967 at the company’s factory in Slough which is also where the current Mars Bar was invented by Forrest Mars Sr. in the 1930s. The Slough factory is also the home factory of the popular Starburst, Skittles, Snickers and Topic brands which are also owned by Mars, Inc. In the years after its creation the Twix candy bar was released throughout Western Europe under the name Raider.

The Twix candy bar was finally made available in 1979 in the US sporting a gold colored wrapper with orange text, it was branded as the Twix Cookie Bar. Advertising for the Twix was always tastefully photographed with one of the bars snapped in two and the caramel from one piece curling out slightly to show how soft and chewy the candy was. The first ads in the US adopted the slogan “Chocolate, Caramel and a Surprising Cookie Crunch!” A period of continuing sales through the early 1980s would have suggested Mars, Inc were happy with the performance of their Twix brand, in fact the candy bar was not performing quite as well at retail and the hunt was on for a replacement or improvement which in 1983 came about with the peanut butter Twix. The caramel was removed and a soft peanut butter blend was added. The market reacted very positively following the news innovation to the chocolate candy bar. During 1991, Mars rebranded the Raider chocolate bar to Twix in line with their global branding but the decision meets with public disrespect. An advertising campaign with the slogan “Raider heißt jetzt Twix … sonst ändert sich nix” roughly translated as Raider is now Twix, nothing...
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