As part of the fifth generation running Strand Palace Agencies Ltd., the company behind the iconic Twistees brand, Zoe Curmi Calleja has a business legacy behind her. At 35, Zoe is now carving a name for herself, responsible for export and product development, two central pillars in the company’s structure that are shaping its future.

WhosWho.mt met up with Zoe to discuss her vision for the household brand, daring ideas for new products, and ambitions for international expansion.

“Of course, nostalgia plays a huge part of the equation, as we are aware and eternally grateful for the immense cultural resonance Twistees has locally. Since it was developed in 1969, it has managed to gain unrivalled popularity, obtaining cult-like status with all generations. So, developing a variation to the established line is not only not easy, but sometimes a daunting task,” Zoe reflects.

Twistees has been at the forefront of venturing into uncharted territory in recent years, most recently launching a blue cheese and a paprika version of their legendary fare.

“Staying respectful to the classic brand however, we notice how consumers are willing to try new flavours, even stepping out of their comfort zone, which fills us with enthusiasm to try out new things. Audiences are always wary at first, but consumer behaviour shows us that most variations are well received,” Zoe explains.

Being also responsible for internationalisation efforts, Zoe has a broad perspective of what works where, with spicy varieties becoming increasingly popular with younger generations, especially in the UK.

“Ultimately it all boils down to consumer research, which in certain jurisdictions is taken extremely seriously, with focus groups and test consumers of up to 300 persons trying the product before it is released into the market. Exporting snacks is not as simple as stacking product on the shelves. It is a much more complex proposition, based on respect and cultural understanding. In certain markets we know that they have their own iconic snacks, so penetration is an uphill struggle. On the other hand, taste buds and approaches vary immensely from one country to the other, and that is why each region has its own story to tell,” Zoe explains.

This sensitivity to cultural differences is part of the company’s export strategy, helping Strand Palace build trust with distributors and buyers in markets far beyond Malta.

Strand Palace first entered the export market in 2019, a bold yet natural step for a company whose flagship brand is one of the most recognisable household names in Malta. Since then, Zoe and her team have striven to open new markets, driven by loyalty to customers and careful relationship building.

“This year alone we’ve entered six new countries,” she explains, listing the UK, Lithuania, Estonia, Latvia, Germany, and Switzerland among the recent additions. In previous years, the company has also pushed into the Middle East, with distributors in Qatar, Dubai and Saudi Arabia, alongside openings in Croatia.

For Zoe, the real measure of success is not just the first order, but the reordering. “It’s easy to get a container shipped the first time, as you’re riding on novelty. The hard part is getting the second and third on their way, because that means that the product is resonating,” she reflects.

“There’s no one pattern,” Zoe admits. “Sometimes you have discussions that fall through, and sometimes things move very quickly. That’s why exportation efforts are an ongoing process that never ends. We attend a great deal of fairs around the world, meet distributors, and make sure to keep the conversations going constantly.”

Twistees first appeared on Maltese shelves in 1969, and even though Strand Palace nowadays has a vastly varied product offering, which covers a wide range of food products, it remains closely associated with the cheesy snack. For Zoe, carrying forward such a legacy comes with pride but also responsibility.

“Working in a family business is never easy, but somehow, we have managed to make it work. We speak business when we have to,” she smiles, “but we enjoy family time even more,” Zoe concludes.