Twix
Twix is one of Mars Inc. made chocolate bars . It consists of a biscuit (26%) with a layer of caramel (32%) on top , surrounded by milk chocolate (35%). Typically there are two bars in one package, but Twix is slightly narrower than many other chocolate bars. Two bars together weigh 58 grams, in the multiple pack (5 or 6 pieces), however, two bars have weighed 50 grams since around March 2012 (previously also 58 grams). One bar (29 g) has a physiological calorific value of 598 kJ (143 kcal ). The Twix 'XTRA or King Size variant weighs 75 grams (2 bars, calorific value 879 kJ (210 kcal) per bar).
history
Twix (from Twin Sticks = twin rods ) was first introduced in the United Kingdom in 1967 . The bar came onto the market in Germany and Austria in 1976 under the name Raider (pronounced German, ie [ ˈʁaɪ̯dɐ ] and not English [ ˈreɪ̯də ]), as well as in many other European countries. Twix was released in the United States in 1979.
The advertising slogan for the launch of Raider in Germany at the time was "Crispy in the bite - long in enjoyment", which was later followed by the slogan "Raider - the break snack".
In 1991 in Germany , Austria , Switzerland , Belgium , France , Greece , Italy , Luxembourg , Spain , the Netherlands and Portugal, and in 2000 in Denmark , Finland , Norway , Sweden and Turkey, the name was changed to Twix . At the time of the renaming in Germany, the new name was already being used in 70% of all countries in which the bar was sold. In Germany and Austria, the new brand name was introduced with a large-scale advertising campaign with the claim "Raider is now called Twix, ... otherwise nothing will change" and "Raider will now become Twix, ... otherwise nothing will change". The reason for the renaming was the desire for a global standardization of the brand name and the associated simplification of production, logistics and marketing. There was also the assumption that the snack would enjoy greater popularity under the more modern name Twix . In addition, the English meaning of the word "raider" (German for "robbers / looters") could cause misunderstandings. The previous name "Raider" was reused several times (2009, 2013, 2015, 2019) for advertising campaigns.
In some countries there is a version with peanut butter instead of caramel. Since summer 2005 there has been a limited edition called Twix white with white chocolate, lemon, cappuccino and other varieties. At times in 2005 there was a limited edition with an orange portion on the market, which was marketed under the name Raider . 2009, the 30th anniversary of Mars confectionery Germany, there was another, only in some confectionery machines available Raider -Edition. The content corresponded to the current standard recipe, only the packaging was reminiscent of the old brand name . This Raider edition was limited to 250,000 pieces. In 2013, the discounter Penny also sold a limited special pack for its 40th anniversary. From October 2013 to the end of November 2013, Mars sold the bar under the original name Raider throughout Germany in a limited edition of ten million this time. The background to recurring sales as a Raider is that the right to a brand name expires if it is not used for five years.
While Twix was usually sold in pairs, the bars are now also being offered individually, self-deprecatingly as the “left” or “right” Twix. This is accompanied by advertising campaigns that convey that both bars are produced in different, rival factories in a steampunk atmosphere.
ingredients
Sugar , glucose syrup (17%), wheat flour vegetable fat , cocoa butter , skimmed milk powder , cocoa mass , lactose , butterfat , whey powder , low-fat cocoa , salt , emulsifier ( soy lecithin ), baking raising agent ( sodium hydrogen carbonate ), natural vanilla extract .
Imitations
Various discount chains offer imitations of the Twix bar in their stores. This is what it is called at Aldi -Süd and at the Austrian Hofer Speed , at Netto Marken-Discount Trigger . In Austria, an imitation of is Clever offered, which Knuspix calls .
Phrase
The claim "Raider is now called Twix, ..." used to change the brand name has meanwhile entered German usage to indicate changes that have little or no effect on the content. For example, in 2013 the Tagesspiegel titled an article about the renaming of data retention with “Raider is now called Twix”. An online magazine called its weekly review 2016 "Raider is now called Twix ..." and continued in the subtitle: "... and Safe Harbor will in future be called EU-US Privacy Shield. [...] ". Even Austria's Chancellor Christian Kern said before the parliamentary election in 2017 on the Austrian People's Party , which under the name "List Sebastian Kurz - the new People's Party" took "The ÖVP it goes along the lines of, Raider is now called Twix, otherwise changes almost nothing ' . ”A similar phrase is“ old wine in new bottles ”.
Web links
- www.twix.de - German website
- www.twix.com - Mars Inc. website (English)
Individual evidence
- ↑ List of the Hamburg consumer advice center, May 2012 (PDF; 2.2 MB)
- ^ Raider's first advertising slogan ( Memento from May 31, 2013 in the Internet Archive )
- ↑ That's why Twix is suddenly called Raider again at welt.de
- ↑ Twix is called Raider again! , Article on Bild.de from October 20, 2009, 3:50 pm; Page was archived on October 20, 2009 on WebCite as http://www.bild.de/BILD/lifestyle/2009/10/suesse-ueberraschung-im-snackautomat/twix-heisst-wieder-raider.html ( Memento from 20 October 2009 on WebCite )
- ↑ Twix is now called Raider again
- ↑ Twix pause: Raider returns. In: Publishers Advertise & Sell . Retrieved October 7, 2013 .
- ↑ § 49
- ↑ Raider is now called Twix. Retrieved February 8, 2016 .
- ↑ Raider is now called Twix ... Accessed February 8, 2016 .
- ↑ Quotes of the week: "ÖVP motto: 'Raider is called Twix, otherwise almost nothing changes'". Retrieved August 11, 2017 .