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The History of Twix

Twix is an American Candy bar made with butter cookie and topped with a thick layer of caramel and covered in milk chocolate. The candy initially and generally comes in the form of fingers, two of them in one pack. Twix brand is owned by Mars, Inc. Years after the creation, Twix was then introduced to the Europe by the name of Raider.

In 1979, the candy bar was made available in the US Sporting with a golden wrapper and orange text and was called as the Twix Cookie Bar. The first ever, US adapted, slogan for Twix was: “Chocolate, Caramel and a surprising Cookie Crunch”. After observing a massive decrease in the sales, the Mars, Inc. took a step to replace the caramel layer with a layer of peanut butter. The market reacted very well to the addition.

During 1991, Mars decided to rebrand the Raider bar in Europe with the brand name of Twix. The slogan at that time for the campaign was “Raider is now Twix, Nothing else changes”. The public reaction to this campaign was an attempt to successfully revive the sales sand marked history. In Germany, the attempt to cynically rebrand in politics and corporate world is still referred to as a Twix.

As part of the strengthening of the Twix brand and Mars, Inc’s overall product development Twix was chosen during the early 1990s as one of the brands that would be reworked to compete in the ice cream space with frozen Twix bars making their way into supermarket and mall ice cream vendor ice boxes. The individually wrapped bars were popular and lifted sales of Mars branded confectionery outside of their traditional markets.

The last major controversy surrounding the Twix brand occurred in 2007 when Mars, Inc in Europe started replacing the whey used in their candy bars with animal rennet leading to large protests and negative press publicity against Mars, Inc by vegetarians who previously were loyal to Mars candy because it was vegetarian. In late 2007 Mars, Inc agreed to stop using animal rennet in their candy and revert to their old recipe but in 2008 a whistle blower confirmed that animal rennet was still being used despite assurances to the contrary.

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