Mars Snacking has announced the national launch of "TWIX Bits," a significant brand extension that transitions the classic TWIX flavor profile, creamy caramel and crunchy cookie, into a poppable, bite-sized format. The launch is part of a broader strategic effort to align the brand with the "poppable" snacking trend, which continues to drive volume in the confectionery sector by meeting consumer demand for portion control and on-the-go convenience.
To support the rollout, TWIX has entered a high-profile partnership with professional basketball player and platinum-certified rapper LiAngelo Ball, leveraging his "multi-hyphenate" status to reinforce the brand's core theme: "Two Is More Than One."
Bitesize Snacking
The introduction of TWIX Bits reflects a calculated move by Mars to capture a larger share of the "snackable" candy market. While the traditional TWIX bar remains a staple of the checkout aisle, the "Bits" format is engineered for different consumption occasions, such as shared social snacking, cinema/home-viewing, and incremental "poppable" indulgence.
By maintaining the signature duality of creamy and crunchy textures in a single bite, Mars is attempting to reduce the friction of choice for consumers. Martin Terwilliger, Marketing Vice President at Mars Snacking, stated that the innovation is designed to help fans "embrace the two-ness within themselves," signalling a shift toward lifestyle-oriented branding.
Marketing Partnership: The "Two-Way Contract"
The collaboration with LiAngelo Ball is specifically targeted at Gen Z and Millennial demographics, 89% of whom are reportedly pursuing dual talents or "side hustles." By positioning Ball—a dual-threat athlete and musician—as the face of the launch, TWIX is aligning itself with the cultural shift toward "multi-hyphenate" identities.
Key components of the "Two-Way Contract" campaign include:
Consumer Engagement: A sweepstakes running from April 13 to April 27, offering fans a chance to win a "Two-Way Contract" and $2,000 in cash to fund their own dual passions.
Social-First Strategy: Entries are incentivised through Instagram and TikTok using #TwixBitsSweepstakes, designed to generate organic social proof and high-frequency brand visibility.
The Duality Narrative: Reinforcing the "creamy and crunchy" product attributes through the lens of pursuing multiple talents.
For retailers, TWIX Bits represents an opportunity to drive incremental value in the confectionery aisle. The poppable format typically commands a higher price-per-ounce than standard bars and is well-suited for secondary placements in the snacking or "impulse" sections of the store.
The product's branding—focused on "two-ness"—is intended to create shelf-standout by differentiating the SKU from single-attribute competitors. Retailers can expect the social-led campaign to drive significant initial trial, particularly among younger consumers who are responsive to athlete-led endorsements and multi-channel digital activations.
The success of TWIX Bits will likely be measured by its ability to secure permanent placement alongside other high-performing poppable brands in the Mars portfolio, such as M&M'S and Skittles, while maintaining the premium "creamy and crunchy" identity that defines the TWIX brand equity.
.png)
.jpeg)
