Confectionery and biscuit stalwart Twix is being given a £7m revamp in a bid to boost flagging sales.
The spend will include new packaging and TV ads to support the introduction of four new pack sizes next month, including a giant 28-finger trade-up pack.
Brand owner Masterfoods said the new line-up, which will include size extensions for key lines, was designed to address the “three most important considerations” for shoppers - the number of servings per pack, the price point and promotional offers.
Changes will include boosting the current nine-finger pack to 10 helpings (rsp: 99p) and adding two more fingers to the current pack of 14 (rsp: £1.49).
The new 28-serving will ring through tills at £2.49 and a new ‘14 for 10’ promotional pack will aim to entice shoppers to Twix at the busy biscuits fixture.
A spokeswoman said: “Twix is a key brand within the biscuit category and we believe that the new range will be more appealing to consumers.”
Retailers will undoubtedly hope so as Twix suffered a torrid time last year.
The Grocer’s annual Top Products Survey (December 13 2003) showed that sales of the brand’s biscuit variants plummeted by almost 12% in the year to October 4, leaving total sales at just over £35m.
The brand’s flagship confectionery countline fared little better, although its sales suffered a less dramatic 4.3% dip in fortunes, coming to rest at £51m.