Mars Wrigley is set to reinvigorate the chocolate wafer category with the return of the iconic MILKY WAY® Crispy Rolls (22.5g) and the launch of two brand-new variants: TWIX® Crispy Rolls (22.5g) and BOUNTY® Crispy Rolls (23.4g). Rolling out across grocery, convenience and wholesale channels from 1st February in a single format, the new range taps into growing shopper demand for nostalgic and exciting new products alike.
Research shows that 70% of shoppers seek a unique[1], multi-texture chocolate experience and with chocolate wafers making up 20% of the chocolate bars category[2] (+10% YOY[3]) the new Crispy Rolls range is perfectly positioned to tap into this demand. The launch is set to reach new shoppers while also driving growth in the bars sub-category.
Lauren Godfrey, TWIX® Brand Manager at Mars Wrigley, comments: “This is going to be an exciting year for Crispy Rolls. Not only are we bringing back the cult favourite MILKY WAY® Crispy Rolls which have been greatly missed since 2022, but we are adding two new variants to the range with the addition of TWIX® and BOUNTY® Crispy Rolls as well.
“This range features well-known and loved brands from the Mars Wrigley portfolio, tapping into shopper demand for varying textures and flavours, and is sure to drive excitement and enjoyment within confectionery aisles.”
The MILKY WAY® Crispy Rolls return as a fan favourite, combining rich chocolate, a creamy centre and crisp wafer for a comforting, indulgent treat that is steeped in nostalgia. Featuring a creamy coconut filling and milk chocolate coating with coconut shavings, the BOUNTY® Crispy Rolls combines a much-loved format with the iconic Crispy Rolls recipe. The TWIX® Crispy Rolls feature a caramel cream, differentiating it from the BOUNTY® and MILKY WAY® variants.
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Joseph Clarke
Editor, International Confectionery
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