Mars Chocolate Drinks & Treats has announced the launch of Twix Secret Centre Biscuits.
Combining biscuit, chocolate and caramel, the new product is said to bring all the DNA of Twix to a new format within the Special Treats Biscuit category.
The company noted that Special Treats are growing by 16% year-on-year and contribute £233m to the overall Sweet Biscuit category, which is worth £2.86bn.
Michelle Frost, general manager at Mars Chocolate Drinks and Treats, commented: “Our Secret Centre Biscuits range, which includes Mars and Bounty variants, have added more than £680k to the category.
“We expect the new Twix Secret Centre Biscuits to accelerate this growth even further, bringing Twix fans to the biscuit aisle.”
Twix Secret Centre Biscuits (RRP £1.69) will be initially available from Home Bargains with full roll-out across wholesale and convenience channels expected in March/April. Each 132g pack contains eight biscuits.
