TWIX is the latest confectionery brand to go bitesize. Twix Mix chops the traditional two fingers into smaller pieces. The new 140g sharing pouches will be available this month.
Manufacturer Mars hopes that Twix Mix will appeal to fans of the two-finger Twix who want to share their treats with friends and family. A £9m media campaign will carry on for the rest of the year.
As part of the big-night-in trend, bitesize confectionery has seen growth of 40% over the last four years. It is now worth £550m, with Mars making four of the top five selling pouches, the firm says.
Nicola Lacey, central sales director at Mars commented: “While heritage remains at the heart of the brand, we believe that innovation is crucial. The launch of Twix Mix represents the perfect celebration of a much-loved product, reinvigorated for the bitesize customer.
“We have witnessed the incredible impact the big night in has had on the confectionery market and in particular, on bitesize products. Twix Mix offers retailers another great opportunity to tap into this trend with a brand that consumers already know and trust.”