Twix raises its fingers to Cadbury

Masterfoods' Twix brand is set to go head to head with biscuit category big-hitter Cadbury's Fingers thanks to the launch of its second biscuit product, Twixels. Available next month, the slender caramel-topped and chocolate-coated biscuit sticks will be backed by a £1m campaign, including TV and outdoor advertising. This will feature situations such as a coffee morning, a dinner party and a girls' night in and include the strapline: You make the conversation. We make the biscuits.' Like the Cadbury's brand, Twixels are positioned as a sharing and socialising product and target women in particular. The product has already been launched in Ireland, and Masterfoods have reported despatching double expected quantities. Rsp: 99p, 150g (24 biscuits). {{P&P }}