A Mars chocolate-bar brand built around biscuit, caramel and milk chocolate, traditionally sold as two separate fingers in one wrapper.
Last updated November 4, 2026
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Overview
Twix is a chocolate-bar brand owned by Mars, Incorporated and associated with a distinctive combination of biscuit, caramel and milk chocolate. The brand was first produced in the United Kingdom in 1967 at Mars's factory in Slough. Its name is generally explained as a shortened form of “twin sticks,” reflecting the standard package format of two individually shaped biscuit fingers sold together. The core Twix bar consists of a biscuit base covered with caramel and coated in milk chocolate. The two-finger format is central to the product's identity and gives the brand a built-in sharing or comparison feature that has been repeatedly used in its advertising. Depending on the market and pack size, Twix may be sold as a single bar, a standard two-finger pack, an extra-large format containing longer biscuit fingers, or a larger pack containing four bars. Miniature and snack-size formats generally contain one smaller finger per unit. Twix entered the United States in the 1970s, with an initial introduction in 1976 followed by a further introduction in 1979. It expanded into Australia in 1989 and into Russia and Czechoslovakia in 1992. In mainland Europe, the product was marketed for many years under the name Raider. Mars subsequently changed the name to Twix to establish a more consistent international identity, with the transition taking place in 1991 in much of the region and later in several Nordic markets and Turkey. Raider has occasionally returned in limited retro-themed editions, including releases in Germany, the Netherlands, Belgium, Finland, Sweden and Switzerland. Production is geographically distributed. Twix products for the North American market are made in Cleveland, Tennessee, while products for European and African markets are produced at Mars's facility in Veghel, the Netherlands. The brand is sold across a broad international footprint through grocery, convenience, vending, food-service and other confectionery channels. Twix has extended its portfolio beyond the original caramel formulation. Market examples include Salted Caramel, Cookies & Creme, Cookie Dough, White and frozen ice-cream versions. Some variants have been limited to particular countries or periods. The brand has also offered miniature, sharing and reduced-calorie formats. Earlier discontinued products included Chocolate Fudge and Peanut Butter versions. A major part of Twix's modern identity comes from the “Pick a Side” platform, introduced in 2012. The campaign presented the two fingers as rival “Left Twix” and “Right Twix” products, despite the fact that the supposed differences were fictional and the bars were made on the same production line. Twix expanded the idea through separate packaging, online polling and a fictional origin story about two disputing brothers, Seamus and Earl. This positioning transformed the physical two-bar format into a recurring brand narrative and participation device. Twix remains an active global confectionery brand within Mars Wrigley. Its current proposition combines a familiar biscuit-and-caramel texture with accessible chocolate-bar positioning, multiple pack sizes, seasonal or market-specific flavors and humorous advertising built around the contrast between the two sides of the bar.
History
Twix was first produced in the United Kingdom in 1967 at Mars's Slough factory. The product was designed around a paired-bar format: biscuit covered with caramel and then enclosed in milk chocolate. Its name is commonly understood as a contraction associated with the idea of twin sticks, and the two-finger format became one of the brand's most recognizable physical and marketing characteristics. The brand expanded beyond Britain during the 1970s. It was introduced in the United States in 1976 and reintroduced there in 1979. In the United States, the product developed into a broad family of chocolate-covered biscuit offerings, including the original bar and later variations such as Cookies & Creme, Salted Caramel, Cookie Dough and reduced-calorie formats. The American range has also included frozen ice-cream products and other market-specific extensions. For many years, Twix was marketed in mainland Europe under the name Raider. Mars later moved toward a unified international brand identity by changing the name from Raider to Twix. The change occurred in 1991 in much of Europe and was completed later in Denmark, Finland, Norway, Sweden and Turkey, where the transition took place in 2000. The older Raider name has periodically returned in retro or nostalgia-oriented releases, including editions sold in Germany in 2009, several other European markets in 2015 and Switzerland in late 2023. Twix continued its geographic expansion in the late twentieth century. It launched in Australia in 1989 and reached Russia and Czechoslovakia in 1992. The product is now distributed across numerous international markets through Mars Wrigley's confectionery network. Manufacturing is divided by region: North American Twix bars are produced in Cleveland, Tennessee, while European and African production takes place in Veghel, the Netherlands, alongside other Mars chocolate products. The brand's advertising history has strongly influenced its modern identity. In 2012, Twix introduced “Pick a Side,” a campaign that represented the two fingers as rival Left Twix and Right Twix products. The supposed distinction was fictional: the bars were identical and produced on the same packaging line. Mars nevertheless used different labels and packaging to turn the ordinary two-bar format into a consumer choice. The campaign was later expanded through “Two Left” and “Two Right” packs in 2017. Twix also developed a fictional story in which brothers Seamus and Earl argued over how to make the biscuit, caramel and chocolate combination, ultimately dividing production into separate left and right factories. Alongside its core bar, Twix has been offered in multiple formats and flavors. Product architecture has included single mini bars, standard two-finger packs, extra-large versions with longer biscuit fingers and king-size packs containing four bars. Variations have included Chocolate Fudge, Peanut Butter, White, Cookies & Creme, Salted Caramel, Cookie Dough and ice-cream products, with availability varying by country and period. The brand has also faced criticism associated with changes in product size and pricing, a pattern often described by commentators as shrinkflation. The reference material does not provide verified numerical details for particular size or price changes. In 2025, the UK's Advertising Standards Authority banned a Twix television advertisement for glorifying dangerous driving. Twix remains an active Mars Wrigley brand with a global market presence and a proposition centered on the combination of biscuit, caramel and chocolate.
- 2025
UK television advertising ban
[1]The UK Advertising Standards Authority bans a Twix television advertisement for glorifying dangerous driving.
- 2017
Two Left and Two Right packs
[1]Twix extends the side-based campaign with packs labelled as containing two left or two right bars.
- 2012
Pick a Side campaign begins
[1]Twix introduces its fictional Left Twix versus Right Twix rivalry.
- 2000
Nordic and Turkish name transition
[1]The Raider-to-Twix transition is completed in Denmark, Finland, Norway, Sweden and Turkey.
- 1992
Expansion into Russia and Czechoslovakia
[1]Twix launches in Russia and Czechoslovakia.
- 1991
European name transition begins
[1]In much of mainland Europe, Mars begins replacing the Raider name with Twix.
- 1989
Australian launch
[1]Twix launches in Australia.
- 1976
United States introduction
[1]Twix is introduced in the United States, followed by a further introduction in 1979.
- 1967
Twix is first produced in the United Kingdom
[1]Mars begins producing Twix at its Slough factory in the United Kingdom.
Products and positioning
Mass-market chocolate confectionery combining biscuit, caramel and milk chocolate, differentiated by its twin-finger format and playful two-sided brand identity.
Chocolate biscuit bar · 1967
Twix Original
The core Twix product combines a biscuit finger with a caramel layer and a milk-chocolate coating. Standard packs generally contain two fingers, while mini, snack, extra-large and king-size formats alter the number or size of the bars. The original formulation is the foundation for most later Twix flavor and format extensions.
Flavored chocolate biscuit bar · 1991
Twix Cookies & Creme
Introduced in 1991, Cookies & Creme replaces the conventional caramel center with a white creme and cookie pieces. It preserves the brand's chocolate-and-biscuit structure while offering a different filling and texture. Availability has varied by market.
Flavored chocolate biscuit bar
Twix Salted Caramel
Salted Caramel is a variation on the original bar that uses a chocolate biscuit and a salted caramel center beneath the chocolate coating. It extends the classic Twix flavor profile with a sweet-salty contrast.
Flavored chocolate biscuit bar
Twix Cookie Dough
Cookie Dough replaces the traditional caramel center with a cookie-dough-style filling and retains a milk-chocolate coating. It is a flavor extension aimed at consumers seeking a softer, dessert-oriented variation on the original bar.
White-chocolate biscuit bar
Twix White
Twix White uses a white-chocolate outer shell rather than the standard milk-chocolate coating. The product has been available in selected markets, including Finland, rather than as a universally distributed core item.
Frozen confection
Twix Ice Cream Bar
The ice-cream version adapts Twix's signature combination into a frozen format, pairing vanilla ice cream with caramel and a milk-chocolate coating. It extends the brand beyond ambient confectionery while retaining its recognizable flavor architecture.
Portion-controlled chocolate biscuit bar
Twix 100 Calories
This format consists of a caramel-covered biscuit with a chocolate coating and is presented as a 100-calorie serving. It represents a portion-focused adaptation of the standard product.
Discontinued flavored chocolate bar · 1990
Twix Chocolate Fudge
Chocolate Fudge was a variation with a chocolate fudge center, a chocolate biscuit base and a milk-chocolate coating. It was produced from 1990 to 1992 and is no longer part of the regular range.
Discontinued flavored chocolate bar · 1985
Twix Peanut Butter
Peanut Butter substituted peanut butter for the usual caramel filling and used a chocolate biscuit with a milk-chocolate coating. The product was marketed from 1985 until 1997.
Controversies
Marketing campaigns
- 2012Pick a Side
United States · International
Twix presented the two fingers in each standard bar as rival Left Twix and Right Twix products. Different labels and packaging encouraged consumers to choose a side, despite the bars being identical and produced on the same packaging line. The fictional rivalry became a continuing part of Twix's global brand identity and was extended through later packaging and storytelling.
Outcome. The fictional rivalry became a continuing part of Twix's global brand identity and was extended through later packaging and storytelling.
- 2012The Tale of Seamus and Earl
International
Twix created a fictional origin story about brothers Seamus and Earl, whose disagreements over biscuit, caramel and chocolate production led them to split the business into separate left and right factories. The story supplied narrative support for the Pick a Side platform and converted the product's twin-bar design into brand mythology.
Outcome. The story supplied narrative support for the Pick a Side platform and converted the product's twin-bar design into brand mythology.
Brand decisions
2017
Introduce Two Left and Two Right packsProduct launchBackground
The Pick a Side platform had established the fictional distinction between the two fingers.
Action taken
Mars released packages labelled as containing either two Left Twix or two Right Twix bars.
Aftermath
The release extended the side-based brand idea into a further packaging variation.
2012
Turn the twin-bar format into a consumer choiceOtherBackground
The two fingers in a standard Twix pack provided a distinctive physical feature but were otherwise functionally similar.
Action taken
Twix launched Pick a Side, labelling the fingers as Left Twix and Right Twix and building a fictional rivalry around them.
Aftermath
The concept became one of Twix's defining advertising platforms and was expanded through later packaging and online engagement.
1991
Replace the Raider name with Twix in mainland EuropeStrategyBackground
Twix had been marketed as Raider in mainland Europe for many years, creating a regional naming difference from the international brand.
Action taken
Mars began changing the product name to Twix in 1991, with later transitions in several Nordic countries and Turkey.
Aftermath
The change supported a more consistent international brand identity, while Raider later returned in selected retro editions.
Recent events
Sources3 sources
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