Snacks & Candy

Mars Unwraps Biggest Innovation in Twix Brand History

Candy maker: "Why didn't we think of this sooner?"

HACKETTSTOWN, N.J. -- Mars Chocolate North America has introduced Twix Bites, which the company said is the biggest innovation in Twix brand history.

Mars Twix Bites (CSP Daily News / Convenience Stores / Candy)

Offering the same caramel, crunchy cookie and milk chocolate as a full-size Twix Bar, Twix Bites come unwrapped and are now available nationwide at convenience store, drug, mass, grocery, specialty, value and vending machine locations. Offered in two convenient sizes--a 2.83-ounce sharing size and a 7.0-ounce re-sealable standup pouch--Twix Bites are ideal for a wide range of occasions and activities.

"Twix is one of our most popular brands, and a delicious addition to our rapidly expanding Bites portfolio," said Roy Benin, chief consumer officer of Mars Chocolate North America. "Consumers are looking for new ways to enjoy and share our products, and the unwrapped packaging makes offerings like this a delicious and convenient option for social occasions or on the go."

Why Mars didn't think of this sooner is a question the brand is asking itself in a new marketing campaign that unveils several humorous, tongue-in-cheek reasons it did not create Twix Bites until now. Fans can hear these reasons by dialing 1-844-WHY-SO-LONG and choosing from a series of year-by-year "excuses" for the delay. Twix Brand also unveiled a similarly themed TV commercial this month, which fans can view on the brand's Facebook page.

Going small is a big trend within the chocolate category, and Bites are one of the highest-tested items from Mars Chocolate North America.

Twix Bites are the latest addition to the popular Bites portfolio, which includes Snickers Bites, 3 Musketeers Bites, Milky Way Bites and Milky Way Simply Caramel Bites.

Mars Chocolate North America, Hackettstown, N.J., is the North American chocolate operations of Mars Inc. McLean, Va.-based Mars has net sales of more than $33 billion, six business segments including Chocolate, Wrigley, Food, Drinks, Petcare and Symbioscience. Mars brands include chocolate: M&M's, Snickers, Dove, Galaxy, Mars, Milky Way and Twix; Wrigley: Doublemint, Extra, Orbit and 5 Chewing Gums, Skittles and Starburst candies and Altoids and Lifesavers mints; Food: Uncle Ben's, Dolmio, Ebly, Masterfoods, Seeds of Change and Royco; Drinks: Alterra Coffee Roasters, The Bright Tea Co., Dove/Galaxy Hot Chocolate and Flavia brewer; Petcare: Pedigree, Royal Canin, Whiskas, Kitekat, Banfield Pet Hospital, Nutro, Sheba, Dreamies and Cesar; Symbioscience: Cocoavia, Wisdom Panel and Seramis.

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