Mars Chocolate is expanding its bitesize range with single packs of Twix Mix. Each 37g bag comprises caramel and crunchy biscuit balls, covered in milk chocolate. Accompanied by a range of POS material and supported by a £9m media spend across the Twix brand, the new format will be rolled out in-store from 24th February.

“We are delighted to be launching Twix Mix single bag as a new permanent line,” says retail excellence director Carrie Martin. “The new Single format follows the hugely successful Twix Mix pouch that arrived on shelves last summer – its popularity highlights how much the Twix brand continues to be loved by consumers. The launch of Twix Mix reinvigorates a long loved product in a fresh new way to suit the ever-changing needs of consumers. The single format offers retailers the chance to tap into increasing sales in the bitesize segment.”

The Twix Mix sharing pouch arrived in the bitesize aisle in July 2013 and proved popular with consumers, bringing new shoppers to the category and ranking in the top four bitesize pouches in the first 12 weeks since launch, claims Mars.

Bitesize has proved to be a growth category for retailers over the last couple of years and is now worth £589m to the industry.