Background information
Protein for beginners: when the shake makes sense
by Dominik Bärlocher
Twix protein review: not exactly protein-packed but tasty
19.5.2020
Translation: Jessica Johnson-Ferguson
Support: Patrick Rudolf
The Mars company now produces protein powder. On a nutritional level, Twix HiProtein is not as good as leading brands, but it’s certainly better than a chocolate bar.
Twix protein powder is the latest coup by Mars Incorporated. The family business, led by Victoria B. Mars, has recognised two things:
- People like chocolate bars
- People like fitness food full of protein
So deriving a new market strategy from these insights is a piece of cake. That’s why 2016 saw the launch of protein-enhanced Mars and Snickers bars. Protein powder followed in spring 2020 and has now reached Switzerland. The bars are surprisingly tasty. Both in terms of nutritional value and taste. Even if protein bars are probably the least optimised among protein products, they are still a welcome snack for athletes. After all, every athlete makes compromises here and there.
One of these athletes is the pharmacist and natural health practitioner in training, Patrick Rudolf. To finance his studies, the former bodybuilder turned polyatchlete works in a PowerFood branch where he shares his knowledge with the customers. I asked him to classify Twix HiProtein within the vast range of protein foods. He starts by looking at the nutritional value; ultimately, it’s all that counts.
«Nobody who buys protein-enhanced food for the first time is looking for a mere snack. The purchase is always driven by the idea of optimisation; a will to change. This could be muscle building or weight loss,» Patrick says.
Twix HiProtein in comparison
A bag of Twix HiProtein contains 875 grammes of protein powder. Just under 60% of it is whey protein. This makes it a concentrate rather than an isolate. The protein content in isolates is higher. To get an idea of the nutritional value of protein powder, it’s best to take a look at protein that wasn’t made by a confectionary producer.
Twix HiProtein: nutritional value
Twix HiProtein appeared on the market without a major marketing campaign. A quick Google search reveals no official website. It can be assumed that Mars Inc. has gone for a soft launch for its protein powder and is now just seeing what will happen.
| 100 g | 30 g | |
| Energy | 1690 kJ / 401 kcal | 506.6 kJ / 120 kcal |
| Fat | 9.6 g | 2.8 g |
| of which saturated fatty acids | 6.2 g | 1.9 g |
| Carbohydrates | 16.0 g | 4.8 g |
| of which sugar | 10.7 g | 3.2 g |
| Protein | 59.2 g | 17.7 g |
| Salt | 420 mg | 128.6 mg |
Optimum Nutrition Gold Standard Rich Chocolate: nutritional value
Optimum Nutrition manufactures its products in Illinois, USA. The parent company Glanbia specialises in fitness food and operates globally.
| 100 g | 30 g | |
| Energy | 1651.4 kJ / 394.7 kcal | 495.4 kJ / 118.4 kcal |
| Fat | 4.9 g | 1.5 g |
| of which saturated fatty acids | 1.6 g | 0.5 g |
| Carbohydrates | 9.9 g | 3.0 g |
| of which sugar | 3.3 g | 1.0 g |
| Protein | 78.9 g | 23.7 g |
| Salt | 164.5 mg | 49.3 mg |
Let’s compare: the nutritional value of a Twix bar
Twix was first launched in England in 1967 and has been available in the US since 1979. Until 1991, Twix was called «Raider» in mainland Europe. With the exception of Denmark, Finland, Norway, Sweden and Turkey, who still referred to the chocolate bar as Raider until the year 2000.
| 100 g | 30 g | |
| Energy | 2058.5 kJ / 492 kcal | 617.6 kJ / 147.6 kcal |
| Fat | 24 g | 7.2 g |
| of which saturated fatty acids | 14 g | 4.2 g |
| Carbohydrates | 65 g | 19.5 g |
| of which sugar | 49 g | 14.7 g |
| Protein | 4.4 g | 1.32 g |
| Salt | 410 mg | 123 mg |
An overview of 30 grammes
| ON Gold Standard | Twix HiProtein | Twix bar | |
| kcal | 118.4 | 120.0 | 147.6 |
| kj | 495.4 | 506.6 | 617.6 |
| Fat | 1.5 g | 2.8 g | 7.2 g |
| of which saturated fatty acids | 0.5 g | 1.9 g | 4.2 g |
| Carbohydrates | 3.0 g | 4.8 g | 19.5 g |
| of which sugar | 1.0 g | 3.2 g | 14.7 g |
| Protein | 23.7 g | 17.7 g | 1.3 g |
| Salt | 49.3 mg | 128.6 mg | 123.0 mg |
The analysis
«My initial thoguht was that this is fun protein,» says Patrick Rudolf. He adds that it’s «highly unlikely» that his customers will buy Twix HiProtein. This is because there’s always a functional idea behind anyone asking for protein.
«It’s function over flavour.»
Patrick adds that this doesn’t mean the nutritional value of HiProtein is bad. He’s simply saying that there are far more efficient foods available for the same price. And should HiProtein direct somebody towards other protein powders, then he’s more than happy with that.
The nutritional value of Twix HiProtein suggest that the protein team at Twix took the taste path to protein. They seem to have gradually replaced ingredients and only made a few compromises when it comes to flavour.
The result is not a Twix as you know it. Twix HiProtein tastes like mediocre chocolate-toffy protein but not as good as the real chocolate bar with biscuit and caramel. Does this make Twix HiProtein a bad product? No. But if you’re expecting the flavour of the real deal, you’ll be disappointed.
As an in-between treat with a glass of milk, vegan coconut milk or water, Twix HiProtein is definitely acceptable. But if functionally optimised protein is what you’re after, Patrick recommends Optimum Nutrition or one of the other big brands on the market, who have made a name for themselves with fitness supplements.
«But hey, Twix HiProtein is definitely better than a chocolate bar.»
Journalist. Author. Hacker. A storyteller searching for boundaries, secrets and taboos – putting the world to paper. Not because I can but because I can’t not.
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