Nostalgia drives return of new Milky Way crispy rolls
Mars Wrigley is set to bring back one of its fan favourites in the form of Milky Way crispy rolls, which will feature alongside new Twix and Bounty variants, as the brand aims to make a major impact on the wafer market for 2025, writes Neill Barston.
From speaking to Confectionery Production, the business confirmed that its recent festive season had seen a strong pipeline of innovation being brought forward, which is set to continue for the New Year.
The Milky Way Crispy roll appears in 22.5g format and will be released from the start of February in a single format, with the Twix also in 22.5g servings, with the Bounty appearing in a 23.4g option. They have been devised in response to growing shopper demand for nostalgic and exciting new products alike.
The rolls feature rich chocolate, a creamy centre and crisp wafer for the Milky Way variety, while the Bounty offers a creamy coconut filling and milk chocolate coating with coconut shavings. For its part, the Twix treat has been developed with a caramel cream, differentiating it from its counterparts.
According to Mars, research shows that 70% of shoppers seek a unique, multi-texture chocolate experience and with chocolate wafers making up 20% of the chocolate bars category (+10% YOY). The new Crispy Rolls range is well positioned to tap into this demand. The launch is set to reach new shoppers while also driving growth in the bars sub-category.
Lauren Godfrey, Twix Brand Manager at Mars Wrigley, commented: “This is going to be an exciting year for Crispy Rolls. Not only are we bringing back the cult favourite MILKY WAY Crispy Rolls which have been greatly missed since 2022, but we are adding two new variants to the range with the addition of Twix and Bounty Crispy Rolls as well.
“This range features well-known and loved brands from the Mars Wrigley portfolio, tapping into shopper demand for varying textures and flavours, and is sure to drive excitement and enjoyment within confectionery aisles.”
