Mars Wrigley is looking to reinvigorate the chocolate wafer category with the return of Milky Way Crispy Rolls and the launch of two new variants - Twix and Bounty Crispy Rolls.
Rolling out across grocery, convenience and wholesale channels from 1 February in a single format, the range taps into “growing shopper demand for nostalgic and exciting new products alike,” the supplier says. The launch is set to reach new shoppers while also driving growth in the bars sub-category.
Lauren Godfrey, Twix brand manager at Mars Wrigley, said: “This is going to be an exciting year for Crispy Rolls. Not only are we bringing back the cult favourite Milky Way Crispy Rolls - which have been greatly missed since 2022 - but we’re adding two new variants to the range as well.”
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