Curly Wurly is a brand of chocolate bar manufactured by Cadbury UK and sold in Australia, Austria, Belgium, Canada, Germany, Ireland, Malta, The Netherlands, Portugal, Romania, Malaysia, Denmark U.A.E and the United Kingdom. It was launched in the UK in 1970. Its shape resembles three flattened, intertwined serpentine strings. The bar is made of chocolate-coated caramel.
The source for manufacturing of this product varies. The Australian product is made in Poland.
This design was created by David John Parfitt, a long-serving research confectioner based at the Bournville factory, while he was experimenting with some surplus toffee from another piece of work. It was launched in 1970.
Similar products by rival confectionary companies include the following;
In Europe, Mars introduced a bar in March 1972 with the French name "3 Musketiers". The packaging had drawings of the titular Three Musketeers on it. In 1976 this was changed to look more like the US Marathon. The German versions were called "3 Musketiere" and "Leckerschmecker", the Dutch version was called "3 Musketiers".
In the US, Mars marketed their 3 Musketiers bar as "Marathon" in the 1970s and 1980s, first sold in August 1973. Cadbury had launched the Curly Wurly in the U.S. only weeks earlier. The Mars version had bright red packaging with a ruler printed on the reverse with 8 inches (20 cm) markings demonstrating that it was as long as it claimed. It was discontinued in October 1981, though similar products remain on the market.
The U.S. Marathon bar is not to be confused with the Marathon bar sold by Mars in the UK which was nothing like a Curly Wurly. The UK Marathon was a chocolate covered peanut bar in a brown packet with blue lettering. It was renamed Snickers in 1990, the name under which it is still sold.
- Adele Nozedar, Great British Sweets: And How To Make Them at Home, Random House, 2014 ISBN 9781448161218.
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- "Mars Mixes it Up – A Tricky Trinity of Timeless Brands: Part Two". CollectingCandy.com.
- "The Brief Run of America's Curly Wurly!". CollectingCandy.com.
- "Marathon Bar". Snack Memory.
- "WigWag". CollectingCandy.com.
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