The new countline (rsp: 52p) features a wafer rather than biscuit base and contains 94 calories compared with 142 calories in a standard bar. It joins Galaxy Bubbles, which came out in January, and Mars Delight, launched in 2004, in Mars' growing portfolio of light brand extensions.
Rolling into indies and impulse outlets now, followed by the multiples next year, it is aimed at the same audience as the £30m two-year-old Kit Kat Senses. Following three years of "consecutive brand growth", now was the perfect time to extend Twix, Mars said, billing Fino as its biggest launch this year.
"The £90m Twix bar is the number four chocolate bar in the impulse sector and the lighter version will help expand the appeal of the brand to female professionals looking for a lighter snack," said Bep Sandhu, trade relations manager.
She refused to be drawn on whether any further Twix extensions were planned but said she did not rule out other wafer-based variants of popular Mars brands. "We'll always explore formats to meet consumer needs. Wafer-based products perform well in the market."
Mars is supporting the Fino launch with a £2m ATL marketing push next month. It will also roll out its reduced satfat Mars, Snickers, Milky Way, Topic and Flyte bars, as revealed by The Grocer in January. A lower satfat Twix would be launched "in due course", said Sandhu.