This belief spread so much throughout countries like Germany that the name Twix had become synonymous with many as a cynical re-branding. The public took it as the company’s attempt to get an old product, which had been losing sales, back into the market. This worldwide re-branding of an old bar of the company took place between the years 19, where it was not always welcomed with open arms. The company released a slogan for it translating to “Raider is now Twix, nothing else changes”. This change in the bar resulted in captivating the market which was earlier not as excited for the Twix bar.Īs the chocolate bar’s sales caught pace, the Mars Company renamed the bars from “Raider”, to “Twix” worldwide. In this new Twix bar, the caramel layer over the butter cookie was replaced with a soft peanut butter blend. It was not until 1983 that the company finally hit the bullseye with the peanut butter Twix. Therefore, the company started to look for alternatives or improvements in the existing product. Raider wasn’t fetching revenue for the company to a level that was expected. In the 1980s, Mars noticed a stagnancy in the sales of the candy bar. The now popular Twix bar was not always a favorite chocolate bar of customers during its history. It ads always included the chocolate bar slit in two, showing the soft caramel and the chewiness of the bar. Back then, this 70s candy had a packaging of a gold wrapper with orange text. In the US, the chocolate bar used the slogan “Chocolate, Caramel, and a Surprising Cookie Crunch”. After thriving for over a decade in the UK under Twix’s original name of ”Raider”, what would be called Twix saw the light of the American market in the year 1979. To be specific, it was first created in Mar’s Slough factory in the United Kingdom. Twix is a butter cookie bar, covered with caramel and dairy milk chocolate, and was invented back in 1967 by Mars Limited.
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