The beginnings of Twix

Twix (from Twin sticks = Twin Wands ) was first introduced in 1967 Great Britain introduced. In Germany and Austria The bar came under the name in 1976 Raiders on the market (pronounced German, i.e. [ ˈʁaɪ̯dɐ ] and not English [ ˈreɪ̯də ]), as well as in many other European countries. In the USA Twix was released in 1979.

The advertising slogan for the market launch of Raider in Germany was “Crispy to the bite – long to enjoy”, which was later followed by the slogan “Raider – the break snack”.

In 1991, Raider was released in Germany, Austria, the Switzerland, Belgium, France, Greece, Italy, Luxembourg, Spain, the Netherlands as well as  Portugal and 2000 in Denmark, Finland, Norway, Sweden and the Türkiye in Twix renamed. At the time of the renaming in Germany, the new name had already been used in 70% of all countries in which the bar was sold. In Germany and Austria the new brand name was launched with a large-scale advertising campaign claim “Raider is now called Twix, ... otherwise nothing changes” and “Raider is now Twix, ... otherwise nothing changes” introduced. The background to the renaming was the desire for global standardization of the brand name and the associated simplification of production, logistics and marketing. There was also the assumption that the snack would be marketed under a name that was perceived as more modern Twix enjoy greater popularity. Continue reading...