Bringing more shoppers to fixture with Twix Hazelnut
CONFECTIONERY giant Mars Wrigley has expanded on the Twix brand with the introduction of the new Twix Hazelnut flavour.
Designed to drive brand penetration and attract the next generation of confectionery shoppers, the NPD has landed across UK grocery, convenience and wholesale channels.
The launch features the brand’s well-known three-layer combination of biscuit, caramel and chocolate but now comes with the addition of a hazelnut flavour to the gooey caramel centre.
To help drive awareness for Twix Hazelnut, Mars has confirmed it will be supported by a “major consumer activation” set to launch in early July dubbed the ‘Two is More Than One’ platform, marking the first time the platform has been applied to a flavour variation in the Twix portfolio.
The new launch comes at a popular time for the Twix bar as well. According to Nielsen data, Twix is one of the top 10 UK bars brands, with household penetration up 25% over the course of the year to September 2025.
This has been compounded with research from Worldpanel by Numerator which found that hazelnut has become a major driver of sales in the confectionery channel, with new variants driving 56% of NPD category sales.
With this in mind, Mars believes combining both the brand loyalty and demand for hazelnut options could spell success for the Twix brand.
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.”
