Milky Way Crispy Rolls have officially made a comeback

By on Tuesday, January 28, 2025

The wait is over: Milky Way Crispy Rolls are officially making a comeback. Three years after Mars Wrigley shattered hearts by discontinuing the iconic snack in 2022, a social media outcry – and even a Change.org petition with over 8,600 signatures – has brought them back.

Londoners were hit with mysterious billboards this week showcasing heartbroken tweets from 2022, like “When they discontinued Milky Way crispy rolls, they discontinued a part of me.” Fans and influencers quickly went wild, flooding TikTok and Instagram with theories about the cryptic ads, as well as images featuring an optical illusion which appeared to spell out ‘Roll Up’ alongside an unexplained date.

The truth? It was all part of Mars Wrigley’s big reveal: the return of Milky Way Crispy Rolls, plus two new flavours – Twix and Bounty Crispy Rolls.

Agency Taylor Herring delivered the campaign with production from St Marks Studios.

A spokesperson for Mars Wrigley commented: “We don’t shy away from our mistakes at Mars. We wanted to show that the people had spoken, and we had listened! This is a fan favourite, so we’re celebrating by introducing two new flavours as well. This is all about you – our fans – eating and enjoying life’s simple pleasures; Crispy Rolls!” 

The revamped Crispy Rolls lineup hits UK shelves on February 1, 2025. Judging by the internet’s reaction, you’ll want to grab them before they’re gone again!

Comments are closed.

Get the best creative brand campaigns directly to your inbox, every Friday!

Hide forever...