Mars Wrigley is expanding its Twix range with the launch of Twix Hazelnut, a new flavour variant designed to drive brand penetration and recruit the next generation of confectionery shoppers.
The NPD is now landing in UK grocery, convenience and wholesale.
The launch features the much-loved three-layer combination of chocolate, biscuit and caramel that has defined Twix for 60 years, with the addition of hazelnut flavour to deliver the perfect balance of gooey, nutty flavoured caramel and crunchy biscuit in every bite.
Twix is a top 10 UK bars brand, growing at 9 per cent MAT with household penetration of 25 per cent [Kantar, Sept 2025]. Flavour innovation has been a consistent growth driver in the confectionery category. In the UK, latest flavour variations by Twix have brought an additional 512,000 shoppers into the brand.
Hazelnut is one of confectionery’s most powerful flavour profiles, with new variants driving 56 per cent of category NPD sales [Neilson Sept 2025]. With 50 per cent of 16 to 35-year-olds actively seeking new flavours [Mintel, 2023], Twix Hazelnut is positioned to both remind existing consumers and recruit next-generation shoppers. This includes digitally savvy under-35 audiences that represent a key growth opportunity for the category.
“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,” Laura O’Neill, Twix senior brand manager at Mars Wrigley, said.
“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.”
The launch will be supported by a major consumer activation launching in early July under the brand’s ‘Two is More Than One’ platform, marking the first time the platform has been applied to a flavour variation of the core bar.