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Curly Wurly is a brand of chocolate bar currently manufactured by Cadbury UK and sold in Australia, Belgium, Canada, Germany, Ireland, Malta, The Netherlands, New Zealand, Portugal, Romania, South Africa, Malaysia, U.A.E and the United Kingdom. It was launched in the UK in 1970. Its shape resembles two flattened, intertwined serpentine strings. The bar is made of chocolate-coated caramel.
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 around 1970.
Versions of the chocolate have been released in other countries. A French version of the Curly Wurly was available in the 1970s and early 1980s under the name "3 Mousquetaires". A Canadian version, known as the "Wig Wag", was available in the 1970s. In the US, it was marketed as the "Marathon" in the 1970s and 1980s; see below. The German versions were called "3 Musketiers" (as was the Dutch) and "Leckerschmecker". A Swedish version was called "Loop", released in 2011 under the Swedish brand Marabou (also owned by Kraft). Cadbury also marketed a U.S. version of the Curly Wurly itself in the 1970s.
US version: Marathon
A US version, called "Marathon", was manufactured by Mars Inc and first sold in August 1973. The bright red packaging had printed on it a ruler with inch (8) and cm (20) markings on the reverse demonstrating that it was as long as it claimed. It was discontinued in October 1981, though similar products remain on the market.