Mars and Cadbury get into twist with latest launches

Mars UK is gearing up for the launch of a product that contains three flavours in one sweet. Starburst Twisted is due to be launched later this spring.

The launch could cause problems with rival confectionery giant Cadbury, which is due to launch a new chocolate bar called Creme Egg Twisted after Easter (MW January 24).

It is thought that the products will be launched within weeks of each other. Insiders are unclear whether either company is aware of the rival launch.

Mars’ Starburst Twisted is understood to have a marbled outer shell that contains two flavours and a differently flavoured liquid centre. It is similar to Choozers, the new sweet brand that was launched last year.

The range will be supported by a TV campaign, which is due to break around the launch. Insiders say that it is hoped the range will boost interest in both Starburst and Choozers.

Choozers was launched last year to exploit the growing marketing for liquid-filled products (MW February 22, 2007). It appeared at the same time as launches of liquid-filled Mentos and Fruitella from rival Chupa Chups Perfetti van Melle. Cadbury also launched into the market last year with its Trident chewing gum, which has a liquid-filled variant.

Separately, the Cadbury’s launch aims to introduce Creme Egg as a permanent brand. It is currently available as an egg between January and Easter and as a Cadbury Dairy Milk variant from Easter to January.