Twisties
The present Twisties logo
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| Product type | Cheese curl |
|---|---|
| Owner | The Smith's Snackfood Company |
| Introduced | 1950 |
| Markets | Oceania |
| Previous owners | Australia: Twistie Corporation Darrell Lea General Foods Corporation Malaysia: Danone Kraft Foods |
| Registered as a trademark in |
The Smith's Snackfood Company (Australia) Twisties Mondelēz International (Malaysia) Twisties Lay's (Thailand) Twisty ('ทวิสตี้' in Thai) |
| Tagline | Life's pretty straight without... (Australia) Life is fun with... (Pacific Islands) |
| Website | www |
| Nutritional value per 100 g (3.5 oz) | |
|---|---|
| Energy | 2,050 kJ (490 kcal) |
|
61.9 g
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| Sugars | 5.8 g |
| Dietary fibre | 1.5 g |
|
23.5 g
|
|
| Saturated | 11.4 g |
|
7.1 g
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|
| Minerals | |
| Potassium |
(11%)
504 mg |
| Sodium |
(61%)
908 mg |
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|
| Percentages are roughly approximated using US recommendations for adults. Source: USDA Nutrient Database |
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Twisties are a type of cheese curl, corn-based snack food product, available mainly in Australia, and other Oceanian countries such as Papua New Guinea, New Caledonia, Vanuatu and Fiji, the Southeast Asian countries Malaysia, Thailand, Singapore and Brunei, and the island of Mauritius in the Indian Ocean. It was launched in 1950 by the General Foods Corporation. The brand name is owned by The Smith's Snackfood Company. While originally an Australian-owned company, Smith's was acquired in August 1998 by Frito-Lay, the second largest producer of snack foods in Australia, which in turn is owned by American multi-national PepsiCo. In Malaysia, Twisties is a product of Mondelēz International, after having been a part of Danone and later, Kraft Foods previously. In Thailand, the Twisties trademark is owned by Lay's, which like The Smith's Snackfood Company, is owned by PepsiCo. In New Zealand, Malta and Italy, Twisties are marketed under different names.
In the early 1950s Melbourne businessman Isador Magid imported a rotary head extruder from the United States which initially did not work. After bringing out a technical expert from the USA as well as receiving valuable advice from the CSIRO, Magid started producing Twisties. The product was popular but large scale distribution was difficult so Magid decided to sell the machine and the brand in 1955 to Monty Lea from Darrell Lea for £12,000. Monty and his brother Harris experimented with the machine further using rice and various flavourings. Twisties became popular in Australia - some of its early success is attributed to promotional activity that included advertising the product on Graham Kennedy and Bert Newton's TV show In Melbourne Tonight, making it one of the earliest products advertised on that program. After an unsuccessful attempt to launch Twisties in the UK and competition for shelf space in Australia the Lea brothers agreed to sell the Twisties brand to the Smith's Snackfood Company.
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