We use cookies on our website to improve your browsing experience, improve performance and for analytical purposes. Find out more by reading our Cookie Policy. By using our website you consent to our use of cookies.
In Scandinavia, up until 1998 Mars' Twix brand was known as Raider. This was due to contractual issues. The name change from Raider to Twix was risky - Mars' research showed this usually resulted in an immediate fall in sales of 1015%. However, Twix achieved 5% growth and avoided damaging its brand awareness