History
Australians have been snacking on Twisties cheese snacks for over 50 years. The brand was originally launched in 1950 by General Foods Corporation. The Smith's Snackfood Company took brand ownership in 1964
Twisties has been the number one selling product in the cereal snack category of the snack food market for decades! Consumers see Twisties as an Australian icon. Its success can be attributed to the brand's widespread appeal to consumers of all ages and to the strength of its flavours. New shapes and/or flavours are added regularly to the core range of Twisties Cheese and Chicken.
How Twisties Cheese and Chicken are made
Twisties are made from corn and rice, which is why they are described as a "cereal" snack. They are also known as "extruded snacks" which describes the process by which they are made. In this process, the corn and rice are blended with some water, which is then run through a press - two metal plates, one revolving, one stationary - that creates the unique irregular shape. The product is then oven dried and moved into a flavouring tumbler where it is gently seasoned with the appropriate flavouring. They are then packaged immediately to preserve the freshness and great taste.
Advertising
A series of highly successful television advertising campaigns began in 1984 centred around the "Life's Pretty Straight Without Twisties" slogan. Twisties advertising has always been a little wacky - our stars have knitted from a sheep’s back, flown through the air, jumped out of cinema screens and from bi-planes. Twisties advertising has also helped launch some big stars. Natalie Imbruglia and Nicky Webster have both been featured in our TV advertisements.
Our current advertising campaign features a boy whose day takes an interesting turn when he buys a pack of Twisties and ends up hanging in a vending machine! He looks out on a new world, Twisties world, and then a pack of Twisties gets hungry and approaches the vending machine…….
* LKS Lander Research 2003