40 years of the Cadbury Twirl
Up and down the country it is one of the most popular chocolate bars to be found in virtually every vending machine: The Cadbury Twirl chocolate bar. This product caught the mood of the mid 1980s with its innovative use of chocolate. Cadbury, a company that has been delighting chocolate lovers for nearly two centuries and known for its rich, creamy texture and unique design, the Twirl has become a beloved snack worldwide. But its journey from concept to global phenomenon is as layered as the chocolate itself.
The story of Twirl begins in the early 1980s, a time when Cadbury was experimenting with ways to differentiate its products in a competitive market. Building on the success of Flake, another iconic product known for its crumbly, delicate texture, Cadbury’s research and development team sought to create a similar bar with a smoother, more robust structure. The goal was to offer consumers the indulgence of Flake without the mess, ensuring portability and convenience.
The solution came in the form of twin chocolate fingers, each crafted from layers of chocolate folded into delicate, flaky ribbons and then encased in a smooth outer layer. This unique structure gave the Twirl its signature texture — a blend of lightness and density that melts in the mouth without crumbling in hand. This innovative design was not only practical but also a marketing masterstroke. By packaging the bar as two separate fingers, Cadbury cleverly positioned Twirl as a shareable treat while also appealing to those who might savour it alone, one finger at a time.
Twirl was first launched in Ireland in 1985 as a test product. The Irish market often served as a proving ground for new Cadbury ideas due to its size and alignment with British chocolate preferences. The response was overwhelmingly positive, and it wasn’t long before Twirl made its way to the UK and other global markets. Its immediate popularity was attributed not just to its taste and texture but also to Cadbury’s strong brand reputation and clever marketing campaigns that emphasized the product’s indulgent yet practical appeal.
Over the decades, Twirl has maintained its position as a staple in the chocolate aisle, thanks to Cadbury’s commitment to quality and adaptability. The brand has periodically introduced limited-edition flavours, such as orange and caramel, to keep the product fresh and exciting for consumers. These variations have been met with enthusiasm, often sparking online debates and fan campaigns to make certain flavours permanent fixtures.
The evolution of Twirl also reflects broader trends in the confectionery industry. As consumer tastes have shifted, Cadbury has ensured that Twirl remains relevant by introducing smaller snack-size portions and multipacks, catering to health-conscious buyers and families alike. Sustainability has also become a focus, with Cadbury committing to environmentally friendly packaging and responsibly sourced cocoa under the Cocoa Life program.
Twirl’s journey from a niche Irish product to a global favourite underscores Cadbury’s ability to innovate while staying true to its roots. It is a bar that combines the best of tradition and modernity, offering a simple yet luxurious experience that continues to win hearts across generations. Whether enjoyed as an afternoon pick-me-up or a shared indulgence, Twirl remains a timeless classic.
Images and video via Cadburys
