Mars Wrigley is expanding its Twix range with the launch of Twix Hazelnut, a new variant now rolling out across UK grocery, convenience and wholesale.
The NPD retains Twix’s established three-layer format of biscuit, caramel and chocolate, with the addition of hazelnut flavour to the caramel layer. Mars Wrigley said the launch is designed to drive brand penetration and recruit younger confectionery shoppers.
The new variant will be supported by a major consumer campaign launching in early July, delivered under the brand’s ‘Two is More Than One’ platform. It marks the first time the platform has been applied to a flavour extension of the core Twix bar.
Hazelnut is described as one of confectionery’s strongest-performing flavour profiles, with new variants accounting for 56% of category NPD sales. Mars Wrigley said that 50% of 16 to 35-year-olds actively seek out new flavours, making Twix Hazelnut a key opportunity to engage digitally savvy under-35 shoppers.
