Twizzlers
A Hershey-owned candy brand known for brightly colored twisted licorice-type confectionery.
Last updated August 25, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
Twizzlers is a candy brand manufactured by Y&S Candies, Inc., a division of The Hershey Company. It is best known for long, twisted, chewy confectionery sold in flavors such as strawberry, cherry, black licorice, grape, watermelon, and chocolate. Although the brand is commonly described as licorice, most Twizzlers products do not contain licorice-plant extract; the black variety is the principal exception. The products are generally categorized as licorice-type candy because of their shape, texture, and historical connection to licorice confectionery. The brand was introduced in 1929 by Young and Smylie, a confectionery business whose roots reach back to 1845. Young and Smylie adopted Y&S as a trademark in 1870 and later became part of the National Licorice Company, formed in 1902 through the combination of several smaller firms. The company expanded into Canada with a Montreal plant opened in 1908. In 1968, the business adopted the name Y&S Candies, Inc. Hershey acquired Y&S Candies in 1977 and completed its merger into Hershey in 1982, bringing Twizzlers into one of the largest confectionery portfolios in the United States. Twizzlers developed from an original licorice offering into a broad fruit-candy range. Beginning in the mid-1970s, the manufacturer added flavors including strawberry, grape, chocolate, cherry, and watermelon. Strawberry became the brand's leading flavor and accounts for the majority of annual Twizzlers production according to the cited reference material. Product formats also expanded beyond the standard Twist. Pull 'n' Peel was introduced in 1994, followed by Twerpz and Strawz in 2004. The portfolio includes Twists, Nibs, Bites, filled products, rainbow assortments, and extra-long pieces, with products offered in different sizes and textures. Manufacturing has changed over time. From 1970 to 1999, Twizzlers were produced in Farmington, New Mexico. Production was subsequently relocated to Memphis, Tennessee, because of transportation-cost considerations, while Lancaster, Pennsylvania, remained an important manufacturing location. The Lancaster Y&S facility also produces chewing gum and other confectionery products. In 1998, the Lancaster plant produced a licorice twist measuring 1,200 feet long and weighing 100 pounds, an event recorded by Guinness World Records. The brand is positioned as an accessible, mainstream sharing and snacking candy. Its products are sold through grocery stores, convenience retailers, mass merchants, cinemas, and other confectionery channels. The combination of recognizable twisted shapes, bright colors, resealable or sharing-oriented packs, and numerous fruit flavors gives Twizzlers a broad appeal distinct from traditional black licorice. The brand remains active under Hershey ownership, with the official website and continuing product variants supporting its presence in the contemporary candy market.
History
Twizzlers belongs to a confectionery tradition that predates the brand by many decades. The business associated with its manufacture was established in 1845 as Young and Smylie, making it one of the oldest confectionery firms in the United States. The company adopted Y&S as a trademark in 1870. In 1902, Young and Smylie joined S.V. & F.P. Schudder and H.W. Petherbridge in the formation of the National Licorice Company. The combined company expanded its North American manufacturing footprint, opening a plant in Montreal in 1908. The Twizzlers brand was created in 1929. Its original identity was closely connected to licorice, but the products eventually developed into a wider family of chewy, licorice-type candies. A related product history concerns Nibs, a small licorice format that was already being sold in North America before the modern Twizzlers range took shape. National Licorice Nibs were available in the United States by at least 1923, and Canadian availability is documented by at least 1931. Packaging used pyramid and camel imagery for several decades. By the 1970s, the company was promoting Twizzlers and Nibs separately to distinguish the brands and formats. The company changed its name to Y&S Candies, Inc. in 1968. In November 1977, Hershey Foods Corporation acquired Y&S Candies through a pooling-of-interests transaction. Y&S was subsequently merged into Hershey in January 1982. Twizzlers therefore became part of Hershey's broader confectionery system while retaining its own name, visual identity, product formats, and consumer positioning. During the 1970s, Twizzlers moved beyond its original flavor profile. Strawberry, grape, chocolate, cherry, and watermelon varieties were introduced, helping the brand reach consumers who did not prefer traditional black licorice. Strawberry became the dominant flavor and is reported to represent approximately 70 percent of annual Twizzlers production in the cited reference. This fruit-led strategy remains central to the brand, even though black licorice continues to be part of the portfolio. Format innovation became another important part of the brand's history. In 1994, Y&S introduced Pull 'n' Peel, allowing consumers to separate a twisted piece into smaller strands. Twerpz and Strawz followed in 2004. The company also sells Nibs and Bites in different sizes, rainbow assortments, filled products, and a special two-foot-long format, compared with a regular piece length of approximately eight inches. Limited or newer flavor developments included Cherry Cola and Rainbow in 2006, followed by Fruit Punch Pull 'n' Peel and Filled Strawberry Lemonade in 2014, and Cherry and Green Apple Pull 'n' Peel in 2016. Manufacturing was based in Farmington, New Mexico, from 1970 through 1999. Production was then relocated to Memphis, Tennessee, in response to rising transportation costs, while Lancaster, Pennsylvania, continued to serve as an important Y&S production center. The Lancaster facility also makes chewing gum and other candies. A 1998 event at the Lancaster plant demonstrated the brand's novelty and promotional potential: the facility produced a 1,200-foot licorice twist weighing 100 pounds, recognized by Guinness World Records. Twizzlers today is an active Hershey-owned consumer candy brand. It operates in a category spanning licorice, fruit chews, and sharing candy rather than relying solely on botanical licorice flavor. Its core competitive assets are distinctive twisted shapes, strong strawberry recognition, broad availability, multiple pack sizes, and formats designed for both individual snacking and sharing. Certain varieties are certified kosher by the Orthodox Union, and several listed varieties contain no animal gelatin or other animal products.
- 2016
Cherry and Green Apple Pull 'n' Peel launched
[1]Cherry and Green Apple joined the Pull 'n' Peel lineup, alongside continued Filled Strawberry Lemonade availability.
- 2014
Fruit Punch and Filled Strawberry Lemonade launched
[1]The brand introduced Fruit Punch Pull 'n' Peel and Filled Strawberry Lemonade products.
- 2006
Cherry Cola and Rainbow varieties introduced
[1]Twizzlers expanded its flavor program with Cherry Cola and Rainbow offerings.
- 2004
Twerpz and Strawz introduced
[1]The brand added the Twerpz and Strawz formats to its product range.
- 1999
Production relocated to Memphis
[1]Manufacturing moved from Farmington, New Mexico, to Memphis, Tennessee, because of transportation-cost pressures.
- 1998
Record-length licorice twist produced
[1]The Lancaster plant produced a 1,200-foot, 100-pound licorice twist recognized by Guinness World Records.
- 1994
Pull 'n' Peel introduced
[1]Y&S introduced Pull 'n' Peel, a format designed to let consumers separate a twisted candy into strands.
- 1982
Y&S merged into Hershey
[1]Y&S Candies was merged into Hershey, formalizing Twizzlers' place within the Hershey organization.
- 1977
Hershey acquired Y&S Candies
[1]Hershey Foods Corporation acquired Y&S Candies.
- 1968
Company renamed Y&S Candies
[1]The manufacturer changed its corporate name to Y&S Candies, Inc.
Products and positioning
Mainstream, affordable, colorful and shareable chewy confectionery, with a strong association with fruit flavors, twisted formats, and cinema or casual-snacking occasions.
Licorice-type candy · 1929
Twists
Twists are the signature Twizzlers format: long, chewy, rope-like pieces with a spiral or twisted appearance. The range includes the original licorice flavor as well as fruit-forward varieties, particularly strawberry and cherry. Standard pieces are approximately eight inches long, while special longer formats have also been sold. Twists are available in individual, theater, sharing, and multipack presentations.
Fruit-flavored candy
Strawberry Twists
Strawberry Twists are the brand's best-known fruit variety and its leading flavor by production volume according to the cited reference. They use the familiar chewy twisted form but replace the traditional licorice profile with a sweet strawberry flavor and red color. The product is positioned as an accessible alternative to black licorice and is sold through mainstream retail and entertainment-related channels.
Interactive licorice-type candy · 1994
Pull 'n' Peel
Pull 'n' Peel is a multi-strand format introduced in 1994. Rather than eating the piece only as a single rope, consumers can pull it apart into separate strands. The line has been offered in multiple flavors, including fruit varieties and later Fruit Punch, Cherry, and Green Apple versions. Its separable structure adds an interactive element and makes it suitable for sharing.
Small-format licorice candy · 1923
Nibs
Nibs are compact, bite-sized licorice-type candies associated with the manufacturer's pre-Twizzlers product history. National Licorice Nibs were being sold in the United States by at least 1923 and in Canada by at least 1931. Modern Nibs are available in black licorice and fruit-related varieties, offering a smaller format than the classic long twist.
Bite-sized candy
Bites
Bites are smaller pieces designed for consumers who prefer a snackable format instead of a full-length twist. The range has included cherry and black licorice flavors, among others. Their compact size suits sharing bags, portioned snacking, and situations where a standard long Twizzlers piece is less convenient.
Novelty candy · 2004
Twerpz
Twerpz is a novelty-shaped Twizzlers product introduced during the brand's format expansion in the 2000s. It extends the brand's use of unusual shapes and textures beyond the classic twist, while retaining the chewy candy character associated with Twizzlers.
Novelty candy · 2004
Strawz
Strawz is a straw-like Twizzlers format introduced in 2004. It illustrates the brand's effort to diversify the physical form of its candy while maintaining its recognizable chewy, licorice-type base.
Assorted fruit candy · 2006
Rainbow Twizzlers
Rainbow Twizzlers combine multiple fruit flavors in one assortment. The documented flavor set includes strawberry, orange, lemonade, watermelon, blue raspberry, peach, and grape. The product broadens the brand's visual and flavor appeal through variety rather than a single dominant taste.
Filled candy · 2014
Filled Strawberry Lemonade
Filled Strawberry Lemonade is a filled Twizzlers product introduced in the mid-2010s. It combines a strawberry-and-lemonade flavor concept with a filled center, extending the brand into a more layered texture and flavor experience than the conventional solid twist.
Brand decisions
2016
Further Pull 'n' Peel flavor expansionProduct launchBackground
The brand continued using flavor variety as a way to refresh its established Pull 'n' Peel format.
Action taken
Cherry and Green Apple Pull 'n' Peel varieties were introduced, and Filled Strawberry Lemonade remained part of the documented product activity.
Aftermath
The launch increased the number of fruit-oriented options available within the Pull 'n' Peel family.
2014
Expansion into filled and Fruit Punch formatsProduct launchBackground
Twizzlers continued to broaden its range through flavor and texture variations beyond the classic solid twist.
Action taken
The brand introduced Fruit Punch Pull 'n' Peel and Filled Strawberry Lemonade.
Aftermath
These products extended the line into additional fruit combinations and a filled-candy format.
1999
Relocation of manufacturing to MemphisStrategyBackground
Twizzlers had been manufactured in Farmington, New Mexico, since 1970, but the company faced rising transportation costs.
Action taken
Manufacturing operations were relocated to Memphis, Tennessee, while Lancaster production continued.
Aftermath
The move changed the brand's manufacturing footprint and retained production capacity within the Y&S organization.
1994
Launch of Pull 'n' PeelProduct launchBackground
The brand was expanding beyond its original long twist format and seeking additional ways to make its candy distinctive.
Action taken
Y&S introduced Pull 'n' Peel, a product that could be separated into individual strands.
Aftermath
Pull 'n' Peel became an established format within the broader Twizzlers product family and was later extended into additional flavors.
1975
Separate promotion for Twizzlers and NibsStrategyBackground
By 1975, the company was selling a substantial volume of licorice products but needed to distinguish its Twizzlers and Nibs offerings in the marketplace.
Action taken
Y&S engaged a Madison Avenue advertising firm to promote the products separately and clarify their different brand and format identities.
Aftermath
The decision supported a clearer distinction between the long, twisted Twizzlers line and the smaller Nibs format.
Sources2 sources
Cite this profile: Cite the canonical profile. /brand-wiki/twizzlers · Editorial policy · How profiles are compiled