Mars, the company behind popular chocolate brands including TWIX, SNICKERS and M&M’S, has revealed a new TWIX Frosted Cookie bar as part of its upcoming 2027 product lineup.
The new product combines a shortbread biscuit base with smooth, vanilla-flavoured crème, all covered in milk chocolate. Unlike the classic TWIX bar, which features caramel, this version focuses on the combination of biscuit, vanilla and chocolate.
Mars previewed the product at the 2026 National Association of Convenience Stores (NACS) Show in Las Vegas, where retailers had the opportunity to see upcoming products before their planned nationwide release in 2027.
The TWIX Frosted Cookie bar is part of a wider innovation programme across Mars’ snack brands. The company also previewed SNICKERS Almond Xtreme, featuring chocolate, caramel and extra almonds, alongside new products from M&M’S and other brands.
The new releases reflect Mars’ strategy of building on familiar products while introducing new flavours and textures to encourage consumer interest. Rather than relying entirely on new brands, the company is extending established favourites with variations designed to appeal to changing tastes.
Why It Matters
Mars’ upcoming TWIX launch demonstrates how major confectionery companies use established brand recognition to introduce new products. Familiar packaging and flavours can make it easier for consumers to try something different while allowing manufacturers to keep their core brands relevant.
The launch also highlights the importance of retail trade shows, where companies preview future products and build interest among retailers ahead of wider distribution.
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