Short Answer
What Are Twisties in a Nutshell?
Twisties are a beloved Australian snack made from extruded corn and rice, known for their iconic irregular shapes, cheesy flavour, and crunchy texture. First created in the 1950s, they’ve become a cultural icon, especially known for their bright yellow cheese variety and catchy slogan: “Life’s pretty straight without Twisties.”
Long Answer
The Invention of Twisties (1950s)
Twisties were first brought to life in 1950 by Melbourne entrepreneur Isador Magid. After his popcorn venture didn’t meet expectations, Magid explored new snack territory by importing a rotary head extruder from the United States—a specialised machine used to create puffed corn-based snacks. However, the machine didn’t initially work as expected in the Australian climate and conditions.
The Role of CSIRO in Twisties’ Development
To solve the manufacturing issues, Magid consulted experts, including those from Australia’s premier scientific agency, CSIRO (Commonwealth Scientific and Industrial Research Organisation). The CSIRO helped refine the moisture and grinding parameters needed to get the extruder working properly. Their technical input was crucial in getting Twisties off the ground, playing an unsung yet vital role in the snack’s development.
Ownership Timeline: From Magid to PepsiCo
By 1955, after initial local success but distribution struggles, Magid sold the machine and Twisties brand to Monty and Harris Lea of the famous confectionery family Darrell Lea, for £12,000. The Lea brothers further developed the product and later sold it to The Smith’s Snackfood Company. Smith’s itself changed hands over the years—from being part of General Foods Corporation, to Amatil, and eventually becoming part of Frito-Lay, a division of PepsiCo in 1998.
Twisties and the Birth of Extruded Snacks in Australia
Twisties were one of the earliest extruded snacks introduced to the Australian market. The extrusion process, borrowed from American technology used in animal feed production, was revolutionary for snack manufacturing at the time. This allowed a mix of milled grains to be cooked under high heat and pressure and shaped into irregular, airy curls—a format that would become instantly recognisable to Aussie consumers.
What Are Twisties Made From?
The key base ingredients in Twisties include corn, rice, and semolina, blended with vegetable oil, whey powder, cheese powder, salt, and MSG (monosodium glutamate). Additives like natural colouring (paprika extract and carotene) and lactic acid contribute to both taste and appearance. While not considered a health food, they stand out for using real cheese powder from milk solids rather than artificial flavourings.
How Are Twisties Made? (The Extrusion Process)
The production process is quite technical and fascinating. A mixture of milled corn, rice, and water is fed into a rotary head extruder—sometimes affectionately called the “Twisties Press.” Inside, the ingredients are heated, sheared, and pressurised, then forced through a small die opening between a spinning and a stationary plate. As the mixture exits, it puffs, cools, and solidifies into the knobbly, squiggly shape we all recognise. A cutter slices the mixture into bite-sized pieces, which are then oven baked (not fried), and finally coated in cheese flavouring and vegetable oil.
Are Twisties Baked or Fried?
Despite common assumptions, Twisties are baked, not fried. After the extrusion process forms the puffed curls, they are passed through an oven, which gives them their signature crunch without deep frying. This baking method is one of the features that sets Twisties apart from similar snacks in other markets, such as Cheetos in the United States.
Why Twisties Don’t Have a Uniform Shape
One of Twisties’ most iconic traits is their inconsistent, knobbly appearance. Unlike many machine-made snacks, Twisties are intentionally designed to have irregular, squiggly shapes. This is a result of the extrusion process, where the puffed mixture expands unevenly as it exits the die and cools in open air. Rather than correcting this, the brand embraced the quirky outcome — reinforcing the playful slogan, “Life’s pretty straight without Twisties.”
Classic Flavours: Cheese & Chicken
The original Cheese Twisties remains the most beloved flavour, but Chicken Twisties have become equally iconic in Australia. These two staples are available nationwide and are considered essentials in Australian pantries. While Cheese offers a bold, tangy bite, Chicken Twisties provide a milder, savoury alternative — both using MSG and flavour enhancers to intensify taste. Despite many variations over the years, Cheese and Chicken are the flavours most Aussies recognise instantly.
Limited Editions and International Variants
To keep consumer interest alive, The Smith’s Snackfood Company frequently releases limited edition flavours, including quirky choices like Toffee, Peri Peri, Tomato, and Salmon Teriyaki. These tend to be short-lived but help generate buzz around the brand. Overseas, Twisties are marketed differently — in Italy, they’re sold as Fonzies; in France, as Belin Croustilles. These variants may differ in flavour profile, packaging, and texture but share the same twisted origins.
Unusual Flavours Around the World
In Malaysia, where Twisties are distributed by Mondelēz International, flavours like Spicy Sausage or Tom Yum cater to regional palates. In Thailand, the snack is known under the localised name “Twisty” and is sold by Lay’s. The ability to adapt Twisties to local taste preferences has made it a versatile brand beyond Australian borders. However, some flavours — like the blue tongue-staining edition launched in 2012 — remain memorable due to their novelty factor more than taste.
Twisties in Sandwiches: The ‘Twistie Buttie’
Australians don’t just eat Twisties out of the packet. A nostalgic Aussie snack hack is the “Twistie buttie” — Twisties sandwiched between slices of buttered bread or inside a white roll. The crunch of the Twisties paired with soft bread and butter is a sensory mix that many find oddly satisfying. It’s an example of how ingrained Twisties are in Australian childhoods and snack culture.
Iconic Slogan: “Life’s Pretty Straight Without Twisties”
The tagline “Life’s pretty straight without Twisties” is as iconic as the snack itself. First rolled out in the 1990s, the slogan reflects the brand’s offbeat and fun identity. Advertising often depicted drab or predictable situations transformed into wild, surreal adventures once someone eats a Twistie. This theme resonated with younger audiences and helped the brand secure a permanent place in Australian pop culture.
Major Advertising Campaigns (1980s–2000s)
Twisties has a rich history of marketing innovation. In the 1980s, the “Twisties jumper” campaign featured a fictional elderly woman knitting a jumper directly from a sheep, promoting free knitting patterns and product giveaways. In the 1990s, promotions included Oddbodz cards, Simpsons-themed discs, and even a search for rare straight Twisties in 1997, with prizes of up to ,000. In 1995, they became one of the first Australian snack brands to launch a dedicated online campaign, tapping into early internet culture.
Twisties and Aussie Pop Culture
Twisties have made appearances across media and public life — from being featured on television shows to being name-dropped in stand-up comedy and experimental cuisine. Aussie chef Adriano Zumbo even made Twisties-flavoured macarons (Zumbarons). Comedian Danny McGinlay included Twisties in his “Aussie sushi” during a comedy cooking show. The brand has also gained cult status among Australians living abroad, often mentioned in lists of nostalgic foods Aussies miss most.
Celebrity Endorsements and Appearances
Twisties have long been associated with Aussie icons and celebrities. In the early 1990s, Natalie Imbruglia starred in a Twisties ad filmed at Taronga Zoo, playing a waitress. Years later, while living in London, she confessed that her mum still mailed her packets of Twisties, showing their nostalgic value even among the famous. Other media appearances included actors from Melrose Place being featured in promotional campaigns, positioning Twisties as the “fantasy in a pack.”
1997 Wire Contamination Recall
In 1997, Twisties faced a rare controversy when a batch had to be recalled due to reports of fine wire fragments found in the packets. Fortunately, there were no injuries reported, and the issue was traced back to a machinery malfunction. The company responded swiftly, reinforcing their commitment to safety, and the incident remains a notable moment in Twisties’ production history.
2014 Malaysian Pork Contamination Concerns
In 2014, Malaysian retailers temporarily removed Twisties from shelves due to concerns over pork-based ingredient contamination, an issue taken seriously in the majority-Muslim country. The removal reflected how ingredient sensitivities can impact international snack brands and highlighted the importance of adapting to local dietary regulations and cultural expectations.
Trademark Battle with Aldi’s ‘Cheezy Twists’
In 2001, Twisties’ parent company lost a trademark lawsuit against Aldi, who were selling a similar product named Chazoos Cheezy Twists. The court ruled that Aldi’s product did not infringe on the Twisties brand due to clear differences in packaging, production method, and name sound. Aldi successfully argued that ‘cheezy twists’ was a descriptive term, not a brand trademark. This legal battle showed the competitive landscape in the snack market and the limits of brand protection.
Changes in Packet Size and Price
In 2009, consumers noticed that Twisties packets had shrunk from 50 grams to 45 grams, while the price remained the same. This subtle reduction — known as “shrinkflation” — sparked criticism from consumer groups like Choice, who accused snack brands of disguising price increases. The company stated that rising raw material costs led them to reduce portions rather than raise prices outright. Despite this, the change remains a point of contention among loyal fans.
Brand Overhauls and Logo Evolution
The late 1990s saw a significant rebranding of Twisties. The packaging was redesigned to give a more modern, colourful appeal, and the logo was updated to the sleek version used today. This makeover also coincided with a texture upgrade — the snack was made smoother, and the flavour dusting became more refined. These changes were part of a broader push to refresh the brand for a new generation of snackers.
From TV Ads to Limited Editions: Marketing Shifts
While television advertising dominated the 1980s and 1990s, the 2000s saw a transition toward limited edition releases and in-store promotions as the main form of brand engagement. The brand now relies less on mass media and more on novelty flavours and collectable campaigns to drive attention and sales. From blue-tongue editions to Yu-Gi-Oh! promotional inserts, the strategy appeals to younger audiences and taps into pop culture trends.
Twisties as ‘Fonzies’ and ‘Croustilles’
When exported, Twisties are often rebranded to suit the local market. In Italy, they’re known as Fonzies, inspired by the Happy Days character Fonzie (Arthur Fonzarelli). In France, they’re sold under the name Belin Croustilles Fromage. While the basic ingredients remain similar, these products often have subtle differences in shape, density, and seasoning to meet regional tastes. Even the branding, mascots, and slogans are adapted to resonate with local consumers.
Why Twisties Differ in New Zealand
In New Zealand, Twisties are manufactured by Bluebird Foods and differ significantly from the Australian version. They are only available in cheese flavour, and their design and texture are noticeably distinct — smoother, more tubular, and less jagged than the Australian ones. The Kiwi version also features a penguin mascot on the packet and uses the slogan “It’s a straight world without Twisties,” adding a local spin. Despite their similarities, Australian and New Zealand Twisties are considered different snacks by fans on either side of the Tasman.
Export History: Japan, Mauritius, and Beyond
Twisties once had a global footprint extending to Japan, Malaysia, Mauritius, and Pacific Islands. Under different ownerships and manufacturing agreements, Twisties were introduced to these markets with various levels of success. Their adaptable recipe and branding allowed for regional flavours and packaging to cater to local palates. Some markets, like Malaysia, still offer a wide array of Twisties flavours, while others have since phased them out. The export journey underscores the snack’s versatility and international appeal.
Twisties Used in Survival (2014 Hiking Story)
In an unusual turn of events, Twisties proved useful in a real-life survival scenario. In 2014, a group of hikers became lost overnight in Victoria’s Lerderderg State Park. They survived part of the night by eating the remaining half-bag of Twisties they had on hand. One of the hikers even turned the foil bag inside-out and tried using the reflective side to signal helicopters. Though the packet didn’t lead to their rescue, the group was eventually found, and the story became a humorous example of Aussie ingenuity and the unexpected utility of a snack food.
Twisties in Experimental Cooking
Beyond being eaten straight from the pack, Twisties have made their way into novelty dishes and experimental recipes. One standout example comes from celebrity chef Adriano Zumbo, who created the lime and cheese Twisties “Zumbaron” — a daring macaron filled with lime and coated in cheese powder. Comedian Danny McGinlay, during his “Food Dude” cooking show, also showcased Twisties in an “Aussie sushi” recipe alongside beetroot. These playful experiments reflect Twisties’ status as a pop culture icon, often used to evoke humour and national pride.
Odd Collectibles and Promotions
Twisties has long embraced the use of collectables and gimmicks to engage its fans. In the 1990s, packets came with Oddbodz cards — lenticular trading cards that became a playground phenomenon. Later, promotions included Hypa Heads, Yu-Gi-Oh! stickers, and Simpsons-themed “Pickers” discs. A particularly memorable promotion in 1997 challenged consumers to find one of five straight Twisties hidden in packets across the country — each worth ,000. All five were eventually discovered, highlighting the national obsession with the brand and its promotions.
Is There a Healthy Side to Twisties?
While Twisties are firmly in the “junk food” category, some nutrition experts have noted they’re slightly better than some alternatives. This is largely due to the real cheese content derived from milk solids, as opposed to purely synthetic flavourings. However, they still contain MSG, artificial flavours, salt, and are low in fibre and other essential nutrients. Twisties are undeniably a treat — not a health food — but they continue to be loved across generations as a uniquely Australian indulgence that’s hard to resist.
Final Thoughts
Twisties are more than just a snack in Australia — they are a nostalgic cultural staple, evolving through flavours, controversies, commercials, and generations of fans. From their irregular shape and cheesy tang to their unlikely roles in survival stories and comedy shows, Twisties are a symbol of quirky Australian flavour — both literally and figuratively. And as the slogan goes, “Life’s pretty straight without Twisties.”
