Masterfoods unveils White Twix extension

Masterfoods is extending its Twix brand with the launch of a white chocolate version. The Twix White will be introduced in August as a limited edition and will be in stores for the autumn.

It is understood that this is the first time that Masterfoods has changed the chocolate used on Twix, which is a key part of its core portfolio of brands alongside Mars and Snickers. It will initially be launched as a multi-pack biscuit, but industry sources expect it to be followed by an impulse version. The Twix White comes two years after the company launched a white variant of Maltesers (MW April 24, 2003). The product proved to be so successful that Masterfoods decided to launch it as a permanent line after just four months, although it was not introduced until September 2004 after the original launch was delayed over concerns that Masterfoods would not be able to produce enough stock (MW February 12, 2004).

It is understood that Twix White could also be introduced as a permanent line if it proves to be as successful. A Masterfoods spokeswoman says that the company will assess how the product performs initially before it makes any decision on its future.

Earlier this month, it was revealed that Masterfoods is extending the Galaxy brand with the addition of a new block chocolate range called Galaxy Promises. The indulgent range is aimed at female consumers (MW June 16).

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