Twix is currently called Twix in Germany. While it bears this globally recognized name today, it was known by a different name for many years.
A Look Back: Twix's Former Name in Germany
For a significant period, the popular caramel and biscuit chocolate bar was marketed under the name Raider in Germany, along with several other European countries. This branding was consistent across countries like Austria, Belgium, Denmark, Finland, France, Greece, Italy, Luxembourg, the Netherlands, Poland, Portugal, Spain, Sweden, Switzerland, and Norway.
The transition from Raider to Twix in Germany took place in 1991. This change aimed to standardize the product's name across most international markets, aligning Germany with the global branding of the iconic chocolate bar. While the name changed, the beloved taste and two-finger design remained the same.
The Evolution of the Twix Brand Name
The decision to unify the brand name under "Twix" was part of a broader strategy by Mars, Incorporated, the company behind the treat, to create a consistent global presence. This move helped in streamlining marketing efforts and brand recognition worldwide.
Here's a quick overview of the name change timeline for select regions:
| Country/Region | Former Name | Year of Change to Twix |
|---|---|---|
| Germany | Raider | 1991 |
| France | Raider | 1991 |
| UK | Twix | Always |
| USA | Twix | Always |
| Nordic Countries (e.g., Finland, Denmark, Norway, Sweden) | Raider | 2000 |
| Turkey | Raider | 2000 |
Despite the historical name "Raider," if you're in Germany today looking for the caramel-filled chocolate bar, you'll find it under its universal name: Twix.
