Mars will launch a dark chocolate version of its Twix bar, and revive two other Twix flavours in the US.
New Twix Dark features the brand’s signature shortbread cookie and caramel topping – but with dark chocolate in place of the usual milk chocolate.
The brand will also revive its white chocolate version, Twix White, which was previously available as a seasonal limited-edition. There will also be a US return for Twix Peanut Butter, which replaces the regular Twix’s caramel for a layer of peanut butter, from September.
All of the new products will be available in US stores by the end of the year.
Allison Miazga-Bedrick, Twix brand director for Mars Chocolate North America, said: “The dark chocolate, peanut butter and white chocolate categories are some of the largest and fastest growing partitions in our industry. We not only wanted to give Twix fans more flavour options to choose from, but all chocolate lovers more ways to enjoy our product.”
The company said the new variations would help tap into demand for new and exciting food products.
Though the launches will be permanent additions to Twix’s portfolio, Mars isn’t guaranteeing that the new products will be automatically available in the same retail accounts as regular bars of Twix. It will launch a social campaign encouraging consumers to share where they found the new chocolate bars using the hashtag #FoundNewTWIX, rolling out across Facebook, Twitter and Instagram later in the year.
Mars has previously developed protein-enriched versions of its Mars and Snickers bars, and more recently its Bounty brand, to appeal to consumers looking for a post-workout snack.
In May, it joined an alliance of companies working towards a more sustainable supply chain, having already joined the likes of Nestlé, Ferrero and Lindt in committing to reducing the number of calories in its products by 2022.
© FoodBev Media Ltd 2017