A Fresh Take on TWIX’s Signature Crunch (Image Credits: Upload.wikimedia.org)
Mars Snacking expanded its beloved TWIX portfolio this week with the nationwide rollout of TWIX Bits, bite-sized spheres that pack the classic candy’s crunchy cookie, creamy caramel, and chocolate coating into convenient snacks. The product arrived after an announcement in late 2025, tapping into the surge in demand for portable treats.[1][2] Consumers now face no need to choose between indulgence and ease, as each piece offers a complete TWIX experience in one handful.
A Fresh Take on TWIX’s Signature Crunch
TWIX Bits mark a first for the brand, transforming the traditional bar into round, poppable morsels. Each bit features a crunchy caramel-flavored cookie center enveloped in milk chocolate, delivering the creaminess and texture fans expect from the original.[3][2]
The format emphasizes duality, blending two beloved elements – crisp cookie and smooth caramel chocolate – into a single bite. Mars described it as a “duet of the creamy chocolatey caramel taste and crunchy cookie TWIX, all in one poppable bite.”[4] This innovation suits quick snacking, sharing at gatherings, or even sprinkling over desserts.
Packaging and Where to Find Them
TWIX Bits hit shelves at major retailers across the country, including Walmart, Albertsons, CVS, Foodtown, and Ralphs. The treats come in multiple sizes to fit different occasions, from individual portions to family shares.[2]
Options include:
- Share Size (2.83 ounces)
- Treating Size (4.4 ounces)
- Sharing Size (8 ounces)
- Value Size (19.3 ounces, available at select stores like Sam’s Club)[5]
These packages make the product versatile for movie nights, road trips, or office breaks. Retailers reported quick stock-up as word spread about the permanent addition to TWIX’s lineup.
LiAngelo Ball Joins Forces for Dual-Talent Campaign
Mars paired the launch with a campaign starring LiAngelo Ball, a platinum-certified rapper and former professional basketball player. The partnership highlights “duality” or “two-ness,” aligning Ball’s multifaceted career with TWIX’s theme of never choosing between great options.[6][4]
Martin Terwilliger, marketing vice president for Mars Snacking, stated, “The new Twix Bits has the creaminess and crunchiness you love in one bite, and we couldn’t think of a better partner than LiAngelo Ball to help us launch this innovation.”[3] The effort includes a sweepstakes called the “Two-Way Contract,” offering fans a chance to win $2,000, running through April 27.[7]
TWIX positioned the promotion around embracing multiple sides of life, much like its two-bar packs. Ball’s involvement aims to connect with younger consumers who juggle passions.
Tapping Into the Bite-Size Snacking Boom
The timing of TWIX Bits reflects broader trends in confectionery. Mini and bite-sized candies have gained traction for their convenience amid busy lifestyles and rising popularity of shareable snacks.[8] Mars joins competitors in this space, following earlier bites formats from brands like Snickers.
Early feedback praised the portable format, with some likening the texture to malted milk balls but with TWIX’s distinct flavors. The product expands options beyond bars, minis, and seasonal varieties, solidifying TWIX’s place in everyday indulgence.[9]
Key Takeaways
- TWIX Bits offer crunch, caramel, and chocolate in poppable spheres for easy snacking.
- Available now nationwide in four package sizes at major retailers.
- Launch features LiAngelo Ball and a duality-themed campaign with sweepstakes.
As bite-sized treats continue to dominate shelves, TWIX Bits stand out by preserving the candy’s core appeal in a modern package. Will this become your new go-to snack? Share your thoughts in the comments.
