Why Are There LEFT and RIGHT TWIX Bars? A Technical Analysis


TWIX bars are a beloved confectionary delight that has captured the hearts and taste buds of many. Known for their perfect blend of crunchy biscuit, creamy caramel, and smooth milk chocolate, TWIX bars have become a staple in the world of sweets. However, one intriguing aspect of this popular treat is the existence of LEFT and RIGHT TWIX bars. What’s the story behind this unique distinction? In this technical blog, we will delve into the marketing and production strategies that give rise to the LEFT and RIGHT TWIX bars.

Historical Perspective

TWIX bars, created by the Mars company, made their debut in the United Kingdom in 1967 and later entered the American market in 1979. For the first few decades, TWIX bars were known for their singular, undivided form. But in 2014, Mars introduced a novel concept, one that was both innovative and quirky: LEFT and RIGHT TWIX bars. This was a calculated marketing move that breathed new life into an established brand.

Branding Strategy

The LEFT vs. RIGHT concept is all about branding and consumer engagement. It’s a stroke of marketing genius designed to create a friendly rivalry between the two bars. The campaign invites consumers to take sides in the debate of which bar is superior, and it has been wildly successful in generating consumer interaction and discussion.

Production Process

From a technical perspective, the production process for LEFT and RIGHT TWIX bars is virtually identical. Both bars are created using the same high-quality ingredients and manufacturing standards. The key difference lies in the packaging and branding, with one bar labeled as “LEFT” and the other as “RIGHT.”

Consumer Perception

The LEFT and RIGHT concept has had a profound impact on consumer perception. It’s not just a marketing gimmick; it’s a way to engage consumers on a personal level. Some people even claim to taste a subtle difference, though this is likely more of a psychological effect than a technical one. Regardless, the perception of choice and preference is powerful and has driven sales and brand loyalty.

Competing with Yourself

It’s unusual for a company to compete with itself, but in the case of TWIX, it’s proven to be a highly effective strategy. By creating this internal competition, the Mars company has increased market share and maintained consumer interest in an ever-evolving market.

Behind the Scenes

From a production standpoint, creating LEFT and RIGHT TWIX bars involves innovative packaging and labeling processes. The precision and consistency required to ensure that each package contains one of each bar is a remarkable feat of modern manufacturing.
According to Twix themselves, Left Twix is described as smooth caramel on top of a crunchy cookie that is enveloped in creamy chocolate. As for Right Twix, the candy is described as chewy caramel on top of a crisp cookie, cloaked in velvety chocolate.

Future Directions

As for the future, it’s clear that the LEFT and RIGHT TWIX concept has injected new life into an established brand. It’s likely that we will continue to see Mars explore this concept and create other forms of consumer engagement in the years to come.


The LEFT and RIGHT TWIX bars are a testament to the power of marketing and branding in the world of confectionery. While there may not be a technical difference between the two bars, the consumer engagement and loyalty generated by this campaign are indeed technical achievements in the field of marketing. It’s a delicious rivalry that keeps consumers coming back for more, one that has been successful in creating a unique niche for a beloved sweet treat.

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