Ask LH: Why Do Twix Taste Different Now? [Updated]

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Hey Lifehacker! I've been munching on Twix bars since I was able to walk and I recently noticed a distinct change in the way they taste, like the chocolate didn't taste the same? I swear something changed. What happened? I haven't seen any information about this anywhere. Cheers, Switching To Boost Bars

Hey STBB,

I just went out and bought a Twix myself! I thought, why not try and replicate this experiment which currently has an n=1. I can literally double the experimental population. So I did just that. I bought a 50g Twix bar.

Hypothesis: If Twix tastes have changed, then I will be able to tell immediately because I used to eat them all the time.

Method: Buy a Twix, eat the Twix, report.

Results: The Twix that I bought certainly does taste different. I can't quite pin what it is, but the chocolate certainly doesn't have the same consistency or smoothness to it as I am used to. The caramel seems... cheaper. The wafer a little more brittle. I am happy I got it for a special $1 from the local supermarket.

Conclusion: Twix in Australia certainly taste different. I don't have access to an older Twix recipe but there doesn't seem inherently anything different about the current one. It certainly wasn't out of date, which could have confounded our results. I have looked into this online but only turned up a Reddit thread, which suggests that Mars have moved the production of Twix to Egypt and contains several more tales of Twix tragedy.

Update: I reached out for Mars to comment and was met with this message, by a Mars spokesperson:

"Your taste buds have detected a very subtle change. TWIX® is now made using the global signature recipe and has a more satisfying crunch in its biscuit, alongside the chewy, creamy caramel; a recipe which is loved by consumers around the world."

I did ask a few deeper questions - like the reason behind the change - but did not receive a response.

So, STBB, you definitely have detected a change in the Twix biscuits you're eating and - apparently - your taste buds have detected something that was supposed to be subtle. You must have eaten a lot of Twix.

Personally, I don't think the crunch is more satisfying - I feel like it is a little more dry. That might be just me though.

Good pick up! Are you going to switch to an entirely new bar?


Comments

    I've reached out for Mars to comment on the potential reason for this, but by publication, they haven't got back to me.

    I don't understand why journalists keep doing this. Surely, the purpose of this article is to answer the question. Surely you need an answer from Mars to make a complete answer. Why would you publish before getting a response?

    I guess I could understand if the article clearly stated something like "after three weeks of attempting to contact Mars, I have received no response, and decided to publish anyway."

      A combination of reasons:

      1. There is an explanation posited by consumers of the product. It's not the official word from Mars but it does provide some clarity.

      2. This is part of our Ask LH series. If it was a deep investigative dive into Mars, I definitely would have held it back until they'd replied - as it stands, its a playful response to a playful reader question.

        3. You get to eat chocolate

      It bugs me too, but in this case the public has to know that Twix is now crap and to not waste our money on what was once the best chocolate bar, granted my consumption of Twix has diminished over the years as i try to eat less crap (well its either that or exercise more and i aint got time for that).

    Are they made in Australia? I think they have a factory here, but if they come from the US their chocolate sucks balls.

      The one I ate was made in Egypt!

        Yes, in Australia, they are now fully imported from Egypy and 50g, no longer 55g. I ended up calling the number provided for customer service. I was advised they moved the manufacturing to Egypt to make room to expand the Maltesers production line, which is kind of ok, but they made the twix go from tasting REALLY good, to being the last on my list. They also gave me a $10 voucher for a supermarket for complaining. You do not have to eat many of them in the past to notice the difference, they advised me people usually think it is the biscuit taste that is different, but I tasted a difference in the chocolate, yet they say it is the same recipe, makes me wonder about the quality of chocolate or the milk that is used for it, is it now powdered? Maybe that is what I am tasting different, either way I have steered clear for a few months now, going with better tasing Australian made bars.

          A slight clarification on the above post... "yet they say it is the same recipe" I was referring to the recipe for the chocolate.

          I would like to expose this type of thing also as it is very annoying when you suddenly discover something is no longer made in Australia, as for me, I often look for things made here and am willing to pay a small premium for them. I would also like to call out those companies that use the broad term "imported" like... "Made in Australia from local and imported ingredients" as it doe snot tell me where the ingredients come from.

      And they're smaller than the olden days too.
      Something useful to note from the Mars stable is that if you go for Mars Celebrations, they're all imported from the UK and (arguably) taste better - or at least a little less like sugar and fat just stirred together.
      Then there's Toblerone which is always imported. But since they went full batshit with the sizing-down a couple of years back I've steered my wallet clear.

      Last edited 20/04/18 3:36 pm

    twix has gone the way the the pringle... to hell!

      When I did some digging it was Pringles that definitely received the most hate mail for their change (outside of that Shapes fiasco)

        i think it's warranted considering how shitty they made them! you can still get them in USA shops and reject shop, cheap as chips, etc.

    It always amuses me how food and beverage companies do this.

    I buy X because I like the taste, not because (as marketing would have you believe) it makes me feel sexy, fun and overwhelmingly masculine.

    Change the taste, then I'm gonna change my brand.

    However, I guess it's a long term strategy - take a hit from your long time supporters, and welcome the newcomers paying more for a cheaper product who never knew how great you once were.

    Hi,while we're on the "taste" subject.A distinct difference in the "new" taste of Anchovette.Been around for over 100 years and now some uni student wants to muck around with the recipe.It has lost it's salty taste and no tiny bones in it anymore.It is paler in colour and too "creamy"Hope you all boycott it as we now have.

    Hello Jackson,
    I would like to add to your investigative prowess and the adventure that lies before you.

    Cadbury has just released an "update" to their much loved Cadbury Caramels. Those little gems used to be proudly produced by Pascall neatly and lovingly and individually wrapped up in shiny gold paper for us the discerning consumer, lovers of chocolate coated chewy (yes a firmness harder than usual caramel but still chewable) caramels. Then not too long ago Cadbury executives took the Pascall Caramels, just because they could, unwrapped every single one of them, and threw them unceremoniously into a purple bag, calling them Cadbury Caramels.

    This shift in harmony, the change in the smoothness of the chocolate, the dull knocked around look, and the subtle change in the Toffee was upsetting enough, however given they still lived, it was for the devoted a sacrifice to be made, to remain quiet, and go along for the ride.

    Until last week ! Cadbury has now released a "new" version, an "updated" version, of this beloved candy. And it is absolutely "tragic".

    To start with, a completely different shape. No longer does that little square, wider than it is tall, sit quietly and comfortably on the tongue, or nestled up against the inside of ones cheek, emitting a mellow and satisfying flavour. It now clumsily rattles around due to its elongated and uncomfortable shape. And while the shape is annoying enough, the flavour, that "new flavour", is absolutely revoltingly sweet, so much so, that it actually burns the tongue and back of the throat, completely detracting from the chocolate and caramel flavours. How could they do this to such a well loved candy, lollie, sweet.

    It would seem the owners of Cadbury, Mondelez International, has not a clue of the passion for consistency that is held in esteem by consumers. Much like a good Coffee really.

    What a fabulous reign that little caramel had. Despite being torn down from its majestic golden castle being the original Pascall bag, being unrobed from its shiny golden cape in which the chocolate coating was protected and always so smooth and evenly coloured without a mark, and herded into that ugly purple bag, even despite all of that, it remained and continued to be a satisfying treat.

    It is a sad sad day when a conglomerate such as Mondelez can in one executive decision destroy decades of pleasure paralleling that of the Columbines.

    The proposed successor to the Cadbury Caramels, to the original Pascall Caramels, such fabulous toffees, is now relegated to be spat in the bin because it simply does not stack up.

    They changed a few months ago. Phasing in the new ones in over the top of the old ones, at least in the supermarket I frequent. They were on the shelves at the same time for a while. It's not just a subtle recipe change, the packaging is different (the new one is a paler gold colour, while the older one was stronger and more orange/yellow), and they're now 50g instead of 45g. Also, I think they were previously 1 serving size, now they're 2. Luckily for me, they taste far worse, instantly curing me of my Twix addiction.

    Simple answer, and neither Mars nor Cadbury’s will tell you: It is the rapidly rising cost of Cocoa beans. Manufacturers are trying different formulations to reduce the amount of cocoa powder used in making chocolate (largely unsuccessfully). So when they say the biscuit is more crunchy, what they mean is - there is more biscuit & less chocolate! AFAIK, Mars earns much more revenue from dog food... Disclosure: a close associate works in a management position for a major chocolate manufacturer.

    Simple answer, and neither Mars nor Cadbury’s will tell you: It is the rapidly rising cost of Cocoa beans. Manufacturers are trying different formulations to reduce the amount of cocoa powder used in making chocolate (largely unsuccessfully). So when they say the biscuit is more crunchy, what they mean is - there is more biscuit & less chocolate! AFAIK, Mars earns much more revenue from dog food... Disclosure: a close associate works in a management position for a major chocolate manufacturer.

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