Twisties's Slogans & Taglines

Twisties is a brand of extruded corn-based cheese curl snacks launched in 1950 in Australia by entrepreneur Isador Magid, who imported a rotary head extruder from the United States to create the distinctive knobbly, squiggly shape. After initial production challenges were resolved with technical assistance, the brand was acquired by the General Foods Corporation and later became part of the Frito-Lay portfolio under PepsiCo. Core offerings centre on the iconic Cheese and Chicken flavours, alongside numerous limited-edition and regional variants. The snacks are manufactured through a unique extrusion process that cooks milled corn under high heat and pressure, creating the characteristic irregular texture. Brand messaging has been anchored by the Australian slogan Life's pretty straight without... Twisties, while the Malaysian market adopted the platform Embrace Your Twists in 2019. In Europe, the product is marketed as Fonzies, and in France as Belin Croustilles. Today, Twisties remains one of Australia's most recognisable snack brands, distributed across Oceania, Southeast Asia, and beyond.