TWIX® Bites: Big Innovation, Bite-Sized Pieces

HACKETTSTOWN, N.J., May 30, 2014 /PRNewswire/ -- The biggest innovation in TWIX® Brand history is something that delivers big taste in small, bite-sized pieces – TWIX® Bites.

Offering the same rich caramel, crunchy cookie and smooth milk chocolate as a full-size TWIX® Bar, TWIX® Bites come unwrapped and are now available nationwide at convenience store, drug, mass, grocery, specialty, value and vending machine locations. Offered in two convenient sizes – a 2.83-ounce sharing size and a 7.0-ounce re-sealable stand-up pouch – TWIX® Bites are ideal for a wide range of occasions and activities.

"TWIX® is one of our most popular brands, and a delicious addition to our rapidly expanding Bites portfolio," said Roy Benin, Chief Consumer Officer, Mars Chocolate North America. "Consumers are looking for new ways to enjoy and share our products, and the unwrapped packaging makes offerings like this a delicious and convenient option for social occasions or on-the-go."

With such big taste in such small bites, consumers are probably wondering why we didn't think of this sooner. It's a question the brand is asking itself in a new marketing campaign that unveils several humorous, tongue-in-cheek reasons TWIX® Bites weren't created until now. Fans can hear these reasons by dialing 1-844-WHY-SO-LONG and choosing from a series of year-by-year "excuses" for the delay. TWIX® Brand also unveiled a similarly themed TV commercial this month, which can be viewed on the brand's Facebook page.

Going small is a big trend within the chocolate category, and Bites are one of the highest-tested items from Mars Chocolate North America. Ninety-seven percent of consumers state that Bites met or surpassed their expectations, and more than 40 percent stated that they would share Bites with friends and family.¹ TWIX® Bites are the latest addition to the popular Bites portfolio which includes SNICKERS® Bites, 3 MUSKETEERS® Bites, MILKY WAY® Bites and MILKY WAY® Simply Caramel Bites.

To learn more about TWIX® Bites and to tell the brand who you'll share your TWIX® Bites with, visit the TWIX® Facebook page at http://www.Facebook.com/twix.us.

About Mars, Incorporated
Mars Chocolate North America is the North American chocolate operations of Mars, Incorporated.  In 1911, Frank C. Mars made the first Mars candies in his Tacoma, Washington kitchen and established Mars' first roots as a confectionery company.  In the 1920s, Forrest E. Mars, Sr. joined his father in business and together they launched the MILKY WAY® bar. In 1932, Forrest, Sr. moved to the United Kingdom with a dream of  building a business based on the objective of creating a "mutuality of benefits for all stakeholders" – this objective serves as the foundation of Mars, Incorporated today. Based in McLean, Virginia, Mars has net sales of more than $33 billion, six business segments including Petcare, Chocolate, Wrigley, Food, Drinks, Symbioscience, and more than 72,000 Associates worldwide that are putting its Principles into action to make a difference for people and the planet through its performance.

Mars brands include: Petcare – PEDIGREE®, ROYAL CANIN®, WHISKAS®, KITEKAT®, BANFIELD® Pet Hospital, NUTRO®, SHEBA®, DREAMIES® and CESAR®; Chocolate – M&M'S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY® and TWIX®; Wrigley – DOUBLEMINT®, EXTRA®, ORBIT® and 5™ chewing gums, SKITTLES® and STARBURST® candies, and ALTOIDS® AND LIFESAVERS® mints.  Food –UNCLE BEN'S®, DOLMIO®, EBLY®, MASTERFOODS®, SEEDS OF CHANGE® and ROYCO®; Drinks – ALTERRA ^® Coffee Roasters coffee,  THE BRIGHT TEA CO.^® tea, DOVE^®/GALAXY^® Hot Chocolate, and FLAVIA^® brewer; Symbioscience – COCOAVIA™, WISDOM PANEL™ and SERAMIS®. 

For more information, please visit www.mars.com.  Follow us: facebook.com/mars, twitter.com/marsglobal, youtube.com/mars.

1. BASES Competitive Insights Analysis

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SOURCE Mars Chocolate North America