Snacks & Candy

Twizzlers Launches Mystery Flavor

Brand will reveal the secret of limited-edition line extension this summer
Twizzlers Mystery Flavor
Photograph courtesy of The Hershey Co.

HERSHEY, Pa. — The newest flavor of Twizzlers … is a complete mystery.

The Hershey Co. will launch its first-ever Twizzlers Twists Mystery Flavor this spring, equating the unknown, limited-time line extension with some of the great “unsolved mysteries: Bigfoot, Loch Ness, El Chupacabra," said Ryan Hagemeyer, senior associate brand manager for the Twizzlers brand. "In 2021, Twizzlers is getting in on the mystery game with a fun and flavorful twist by introducing its first-ever Twizzlers Twists Mystery Flavor."

The company said it was inspired to ignite the flavorful mystery with new innovation “offering a taste so mysterious, consumers may have to go through more than a few Twists before they guess right.”

The Twizzlers brand will reveal the mystery flavor this summer, giving consumers months to try the secret flavor and take a guess.

The limited-edition flavor will be available nationwide this spring for a suggested retail price of $2.39 per 16-ounce package.

The Hershey Co., Hershey, Pa., produces more than 90 brands around the world that drive more than $8 billion in annual revenues, including Hershey's, Reese's, Kit Kat, Jolly Rancher, Ice Breakers, SkinnyPop, and Pirate's Booty.

Want breaking news at your fingertips?

Get today’s need-to-know convenience industry intelligence. Sign up to receive texts from CSP on news and insights that matter to your brand.

Related Content


More from our partners