Mars Wrigley reveals key hazelnut flavour for classic Twix series

A significant launch has been unveiled by Mars Wrigley, extending its classic Twix series with an innovative hazelnut flavour adding a dynamic touch to the fan-favourite confectionery series.

The new line is being unveiled for the UK market across  grocery, convenience and wholesale, featuring its core three-layer combination of chocolate, biscuit and caramel that has been its signature design for 60 years.

As  the business noted, its hazelnut flavour to deliver the perfect balance of gooey, nutty flavoured caramel and crunchy biscuit. It will be supported by a major consumer activation launching in early July under the brand’s ‘Two is More Than One’ platform, marking the first time the platform has been applied to a flavour variation of the core bar.

Notably, Twix remains a top 10 UK bars brand, growing at 9% MAT with household penetration of 25%. Flavour innovation has been a consistent growth driver in the confectionery category. In the UK, latest flavour variations by Twix have brought an additional 512,000 shoppers into the brand.

Hazelnut is one of confectionery’s most powerful flavour profiles, with new variants driving 56% of category NPD sales.

With 50% of 16 to 35-year-olds actively seeking new flavours, Twix Hazelnut is positioned to both remind existing consumers and recruit next-generation shoppers. This includes digitally savvy under-35 audiences that represent a key growth opportunity for the category.

Laura O’Neill, Twix Senior Brand Manager at Mars Wrigley, said: “Twix Hazelnut is our most exciting flavour innovation for the brand in years. Recruiting the next generation of shoppers while keeping our existing fans engaged is our number one priority, and our track record proves flavour innovation is one of the most powerful levers we have to unlock incremental growth.

“For retailers, Twix Hazelnut represents a clear opportunity to grow basket value and bring new shoppers into the confectionery fixture. With pack formats aligned to our successful core range including single, Xtra and multipacks, this innovation is ready to deliver across every consumption moment, from impulse to take-home.”