Creme Egg Twisted

Creme Egg Twisted was a Cadbury UK chocolate-bar product developed to offer the characteristic fondant centre of a Cadbury Creme Egg in a format that was not limited to the traditional egg shape or seasonal Easter period. The product consisted of a milk-chocolate coating surrounding a soft fondant filling based on the Creme Egg centre. Its development reflected research indicating that consumers particularly valued the filling and wanted access to the Creme Egg experience throughout the year. The product was introduced in the United Kingdom in the late 2000s. Reference material identifies a 2007 launch for the principal bar, while the accompanying account describes it as introduced in 2008. This discrepancy likely reflects the distinction between an initial launch and wider commercial introduction, but the available material does not establish a single definitive date. The bar followed an earlier use of the Creme Egg-style fondant as a filling in the Cadbury Dairy Milk range; that earlier format was subsequently phased out, leaving Creme Egg Twisted as the more direct standalone expression of the filling concept. The range also included Creme Egg Twisted Minis, smaller chocolate parcels containing the same general style of soft fondant filling. The mini format was launched in 2009. Availability of the mini product has varied by market and pack format; by 2025, the reference material indicates that versions could still appear in Cadbury Heroes assortments or sharing packs in some markets, even though the principal Twisted bar was no longer a regular standalone product. Creme Egg Twisted was marketed with distinctive television advertising in the United Kingdom. A campaign broadcast on ITV and Channel 4 in May 2008 depicted a Creme Egg melting while still in its wrapper before transforming into a Twisted bar. The animated product repeatedly exclaimed “Goo!” and expelled some of its filling, emphasizing the novelty and viscosity of the fondant centre. This advertising positioned the product as an irreverent extension of the established Creme Egg world rather than as an unrelated chocolate bar. The product was also tested outside the United Kingdom. It entered Australian stores during 2011 but was withdrawn several months later after low popularity. In the United Kingdom, the principal bar was discontinued in 2012, then reportedly relaunched without broad public announcement in 2013 before being discontinued again. The surviving presence of Creme Egg-style products in selected assortments and mini formats means the concept has not entirely disappeared, but the original Creme Egg Twisted bar is no longer an active mainstream product line. As a Cadbury product, it sits within the wider confectionery portfolio now associated with Mondelēz International.

Creme Egg Twisted was created as a Cadbury response to demand for the fondant centre associated with Cadbury Creme Egg outside the product's conventional egg-shaped format and seasonal positioning. Consumer research indicated that at least part of the appeal of Creme Egg lay in its soft fondant interior, rather than solely in the novelty of an Easter egg-shaped shell. Cadbury therefore developed a milk-chocolate bar in which the filling became the central feature. The main product is identified in reference material as launching in 2007, while the broader account describes its introduction in 2008. It was sold as a milk-chocolate bar with a soft Creme Egg-style fondant centre. The concept followed an earlier use of the same type of filling within the Cadbury Dairy Milk range. That earlier filling format was later phased out, making Creme Egg Twisted the principal dedicated bar expression of the concept for a period. Cadbury supported the United Kingdom launch with highly distinctive advertising. A May 2008 television commercial, shown on ITV and Channel 4, depicted a Creme Egg melting while still in its wrapper and mutating into a Twisted bar. The product's fondant was represented in exaggerated comic fashion, including repeated cries of “Goo!” and the expulsion of some of the filling. The advertising reinforced the product's connection to Creme Egg while making the change in shape and format the central creative idea. A mini version, Creme Egg Twisted Minis, was introduced in 2009. Rather than presenting the product as a conventional bar, the mini format used small chocolate parcels containing soft fondant. Its later distribution became less consistent. Reference material indicates that miniature versions could still be encountered in Cadbury Heroes assortments or sharing packs in some markets as of 2025, although this does not mean that the original standalone bar remained in regular production. The product received an international test in Australia in 2011. It was subsequently withdrawn after only several months because of low popularity. In its principal United Kingdom market, the bar was discontinued in 2012. It was reportedly relaunched quietly in 2013 and discontinued again, suggesting that Cadbury tested whether renewed availability could sustain demand but did not retain the product as a permanent mainstream line. The history of Creme Egg Twisted is therefore one of format extension and limited lifecycle rather than a long-running independent brand. It broadened the Creme Egg proposition from a seasonal egg-shaped confection into a year-round chocolate bar, but the product did not achieve durable distribution across the markets identified in the available material. Its legacy survives indirectly through mini formats and assortment products that continue to use the Creme Egg-style fondant idea. The product belongs to Cadbury's confectionery portfolio; Cadbury UK is part of the wider Mondelēz International business.

• 2013

  Reported quiet relaunch and subsequent withdrawal

  [1]Creme Egg Twisteden.wikipedia.org

  The bar was reportedly relaunched without a prominent public announcement and later discontinued again.

• 2012

  United Kingdom discontinuation

  [1]Creme Egg Twisteden.wikipedia.org

  The main bar was discontinued in the United Kingdom.

• 2011

  Australian market test

  [1]Creme Egg Twisteden.wikipedia.org

  The bar entered Australia but was withdrawn several months later following low popularity.

• 2009

  Creme Egg Twisted Minis launch

  [1]Creme Egg Twisteden.wikipedia.org

  Cadbury introduced a smaller format containing chocolate and soft Creme Egg-style fondant.

• 2008

  United Kingdom introduction and television advertising

  [1]Creme Egg Twisteden.wikipedia.org

  The product was described as introduced in 2008 and received a television campaign on ITV and Channel 4 in May.

• 2007

  Principal bar launch

  [1]Creme Egg Twisteden.wikipedia.org

  Reference material dates the launch of the main Creme Egg Twisted milk-chocolate bar to 2007.

A year-round, non-egg-shaped extension of Cadbury Creme Egg, focused on the product's soft fondant centre and playful, indulgent character.

• Chocolate bar · 2007

  Creme Egg Twisted

  A milk-chocolate bar filled with soft fondant based on the centre of Cadbury Creme Egg. It was designed to provide the characteristic Creme Egg filling in a bar format suitable for consumption outside the conventional egg-shaped product. The principal bar launched in the late 2000s, was discontinued in 2012, reportedly relaunched in 2013, and subsequently discontinued again.

• Mini chocolate confectionery · 2009

  Creme Egg Twisted Minis

  A smaller version of the concept presented as chocolate parcels with a soft Creme Egg-style fondant filling. The mini format was launched in 2009. Its availability has varied, and reference material indicates that similar mini products may still appear in selected Cadbury Heroes assortments or sharing packs in some markets.

• 2008Goo! Creme Egg Twisted television campaign

  United Kingdom

  The television advertising showed a Creme Egg melting inside its wrapper and transforming into a Twisted bar. Different versions used the product's animated voice to repeat “Goo!” and emphasized the fondant spilling from the chocolate.

  Outcome. The campaign established the bar as a playful extension of the familiar Creme Egg product and communicated its gooey fondant filling through surreal visual humor.

  Source

• 2012

  Discontinue the main United Kingdom barStrategy

  Background

  The standalone Creme Egg Twisted bar had a limited product lifecycle after its late-2000s launch.

  Action taken

  Cadbury discontinued the principal bar in the United Kingdom.

  Aftermath

  The bar was reportedly brought back quietly in 2013 before being discontinued again; mini and assortment formats remained the more persistent expression of the concept.

  Source

• 2011

  Withdraw the product from AustraliaStrategy

  Background

  Cadbury tested Creme Egg Twisted in Australia during 2011, but the product attracted insufficient popularity.

  Action taken

  The bar was removed from Australian stores several months after its introduction.

  Aftermath

  The Australian test ended without the product becoming an established local offering.

  Source

1. 1Creme Egg Twisteden.wikipedia.org