Milky Way favourite returns with extra new variants
CONFECTIONERY giant Mars Wrigley is set to reinvigorate the chocolate wafer sector with the return of a nostalgic favourite Milky Way Crispy Rolls.
A fan favourite chocolate for plenty of young adult consumers, the returning Crispy Rolls variant has brought some extra taste with it for 2025 with brand new Bounty Crispy Rolls and Twix Crispy Rolls.
The trio of variants are set to roll out across grocery, convenience and wholesale channels from 1 February in a single format and aims to tap into the growing consumer demand for nostalgic options and for exciting new products alike, says Mars Wrigley.
Further to this, the Barry Callebaut Top Chocolate Trends report for 2024 found that 70% of shoppers seek a unique, multi-texture chocolate experience and Mars believes the new Crispy Rolls will be perfect to meet this demand and will help bring more shoppers to the chocolate bars sub-category.
Lauren Godfrey, Twix brand manager at Mars Wrigley, said: “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.
“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.”
