Mars Wrigley is expanding its iconic Twix range with the launch of Twix Hazelnut, a new flavour variant designed to “drive brand penetration and recruit the next generation of confectionery shoppers,” it said.
The NPD is now landing in UK grocery, convenience and wholesale channels.
The launch features the much-loved three-layer combination of chocolate, biscuit and caramel with the addition of hazelnut flavour to deliver the “perfect balance of gooey, nutty flavoured caramel and crunchy biscuit in every bite.”
The launch will be supported by a major consumer activation launching in early July under the brand’s Two is More Than One platform, marking the first time the platform has been applied to a flavour variation of the core bar.
Hazelnut is positioned to both remind existing consumers and recruit next-generation shoppers, Mars Wrigley said. This includes “digitally savvy under-35 audiences that represent a key growth opportunity for the category.”
Laura O’Neill, Twix senior brand manager at Mars Wrigley, said: “Twix Hazelnut is our most exciting flavour innovation for the brand in years. Recruiting the next generation of shoppers while keeping our existing fans engaged is our number one priority, and our track record proves flavour innovation is one of the most powerful levers we have to unlock incremental growth.
“For retailers, it represents a clear opportunity to grow basket value and bring new shoppers into the confectionery fixture. With pack formats aligned to our successful core range including single, Xtra and multipacks, this innovation is ready to deliver across every consumption moment, from impulse to take-home.”
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