Twix, a household name in the world of candy, has earned its place among the most beloved treats. Known for its crunchy biscuit base, caramel layer, and rich chocolate coating, Twix offers a satisfying bite for many. But who made Twix? How did it evolve into the brand we know today?
From its original production to its global expansion, Twix has an interesting history that spans decades. Today, we’ll take a closer look at its origins and the story behind its name change, along with some of its variations over time. Ready to learn more about the candy that’s likely been a part of your snack drawer?
Table of Contents
The Origins of Twix
Twix made its debut in 1967, produced by Mars Limited in the town of Slough, England. The company, known for its successful confectionery innovations, aimed to create a candy bar that combined unique textures and flavors. The result was Twix, featuring a crunchy biscuit topped with a layer of caramel, all coated in smooth chocolate. It quickly gained popularity in the UK.
Originally, the candy bar wasn’t called Twix in many European markets. It went by the name “Raider,” a branding choice that stuck around for quite some time. Raider continued as the name of Twix in various European countries until 1991, when Mars decided to unify the brand under a single name worldwide. The shift from “Raider” to “Twix” wasn’t without controversy, especially among European consumers who had grown attached to the original name. However, the new name was more than just a marketing tweak—it reflected a fresh push for international expansion.
The name “Twix” itself is believed to be a combination of the words “twin” and “mix,” referencing the bar’s dual sticks and the fusion of ingredients. With its growing success in the UK, Mars sought to introduce the candy to new markets. This is where the U.S. launch came into play.
Who Made Twix?
Twix was created by Forrest Mars Sr., a visionary in the world of confectionery. As the son of the founder of Mars, Inc., Forrest Mars Sr. was determined to innovate and expand the family business. In 1932, after disagreements with his father, he established Mars Limited in the UK, where he began producing the Mars Bar, followed by several other products.
Twix, originally called Raider, was born out of his relentless pursuit of new ideas. The candy bar was designed to combine a crunchy biscuit with a smooth caramel layer, all wrapped in chocolate—an innovative combination for its time. Mars Limited introduced Twix to the British market in 1967, marking the beginning of its journey to becoming a global candy sensation.
Mars, Inc., the company behind Twix, has a long history of developing some of the world’s most popular snacks. In addition to Twix, the company is responsible for other well-known products like Snickers, M&Ms, and Skittles. The success of Twix lies not just in its taste but in the vision of Forrest Mars Sr. and the company’s commitment to creating irresistible treats that stand the test of time.
Global Expansion and Name Changes
Twix’s journey to global recognition began in 1979 when it crossed the Atlantic and entered the U.S. market. The bar had already established itself in the UK, but Mars Inc. saw potential for even greater success abroad. When it launched in the United States, it kept the name “Twix,” unlike in Europe, where it was still known as “Raider.” The candy’s initial reception in America was positive, and soon, Twix began to gain a foothold in the competitive U.S. snack industry.
However, the name “Raider” remained in use across Europe for over two decades after Twix’s U.S. launch. It wasn’t until 1991 that Mars made the decision to unify the brand under the single name, “Twix,” worldwide. This was part of a broader strategy to create a consistent identity for the candy across different markets. While the name change was smooth in many countries, some European markets resisted the shift. For long-time Raider fans, the new name felt like an unnecessary alteration to a beloved product. Over time, however, the “Twix” name took hold, and today, it is recognized globally under that single identity.
This worldwide name change helped Mars Inc. streamline its marketing and expand Twix into new regions, where it quickly became one of the top-selling chocolate bars. By the late 1990s, Twix was a familiar product not just in Europe and the U.S., but also in countries across Asia, Africa, and South America.
Twix Variations Over Time
As Twix expanded globally, it also introduced various exciting flavors and limited-edition products. While the classic combination of biscuit, caramel, and chocolate remains a favorite, Mars Inc. has experimented with different ingredients to cater to diverse tastes. One of the earliest variations, Peanut Butter Twix, debuted in the 1980s. Instead of caramel, it featured a creamy peanut butter layer, instantly appealing to those who craved something a bit richer.
Over the years, more flavors emerged. Dark Chocolate Twix became a popular choice for those who preferred a bolder cocoa taste, replacing the milk chocolate with a richer, darker version. Another fan favorite is the Cookies & Creme Twix, where a layer of cream is added, along with bits of cookie, giving a new twist to the original.
Mars didn’t stop at just bars. Twix Ice Cream introduced the beloved candy to the frozen dessert market, combining the crunchy and sweet elements of the original with the coolness of ice cream. Seasonal flavors, like Twix Spekulatius, a winter spice variation popular in Germany, also made appearances, keeping the brand fresh and exciting for loyal fans.
The Right and Left Twix Marketing Campaign
In 2012, Twix launched one of its most memorable and playful marketing campaigns—the “Right Twix” versus “Left Twix” campaign. This clever strategy created an imaginary rivalry between the two sides of a Twix bar, despite both sides being identical. The idea was simple yet effective: consumers were encouraged to pick a side, either Right Twix or Left Twix, even though each side was exactly the same in taste and composition.
The campaign’s humor and lightheartedness struck a chord with consumers, fueling debates over which side people preferred. Mars, Inc. took this fun concept further by creating separate packaging for Right and Left Twix bars, treating them as if they were two distinct products. The campaign was widely successful, sparking social media conversations, commercials, and even merchandise related to the rivalry.
This clever marketing technique not only increased Twix sales but also deepened consumer engagement with the brand. It showcased Twix’s ability to create buzz without altering the actual product. The Left vs. Right debate was never about the bars themselves but about sparking a fun and interactive dialogue with customers. To this day, the campaign remains one of the most memorable in candy marketing history, contributing to Twix’s continued success.
Controversies and Challenges
Like many major brands, Twix has not been without its controversies. One of the most significant issues linked to Twix is its association with child labor in its supply chain. Mars, Inc., the company behind Twix, has been criticized for sourcing cocoa from West African farms where child labor is reportedly prevalent. Various reports have highlighted how major chocolate companies, including Mars, struggle to maintain transparency in their cocoa sourcing. These revelations have sparked public outcry, pushing companies to address labor practices in their supply chains.
In addition to the labor concerns, Twix has faced scrutiny over environmental sustainability. The company has been pressured to reduce its environmental footprint, especially regarding packaging waste. Mars, Inc. has made efforts in recent years to use more sustainable packaging materials, but critics argue that these measures are not enough. The demand for more eco-friendly solutions continues to grow as consumers become increasingly conscious of the environmental impact of products they consume.
Frequently Asked Questions (F.A.Q)
What does Twix stand for?
The name “Twix” is believed to be a combination of the words “twin” and “mix.” It reflects the bar’s signature dual sticks and the mix of ingredients—chocolate, caramel, and biscuit—that give Twix its iconic taste and texture.
Where is Twix made today?
Twix bars for the North American market are produced in Cleveland, Tennessee. For global markets, including Europe and Africa, Twix bars are manufactured in Veghel, Netherlands. These strategic production locations help Mars, Inc. efficiently distribute Twix worldwide.
Are Twix bars vegan?
Unfortunately, Twix is not vegan. The candy contains milk and dairy products, making it unsuitable for those following a strict vegan diet. While Mars, Inc. has considered introducing vegetarian and vegan versions of some products, no vegan Twix bar exists at the moment.
Is Twix suitable for vegetarians?
Twix can be consumed by vegetarians, but it’s always best to check local labeling. Depending on the country, the ingredients might slightly vary, and in some places, it may contain additives that aren’t vegetarian-friendly.
Are Twix bars gluten-free?
Twix is not gluten-free, as the biscuit layer contains wheat flour. This makes it unsuitable for individuals with celiac disease or gluten sensitivity.
Wrapping Up
Twix has come a long way from its humble beginnings in the UK, evolving into a global candy powerhouse. Its history, from being called Raider in Europe to its rebranding as Twix, showcases the brand’s adaptability.
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