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Kwik Trip rolls out 2 new candy bars under its Urge! brand

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The La Crosse, Wisconsin-based convenience-store chain posted Jan. 7 on social media a photo of the two bars, Kwikz! and WannaBe!, noting they are 99 cents through Jan. 31.

Kwikz! contains two cookie and caramel milk chocolate bars, and the WannaBe! is a peanut, nougat and caramel milk chocolate bar. Each package is 1.7 ounces.

Kwik Trip is No. 11 on CSP’s 2025 Top 202 ranking of U.S. c-store chains by store count.Kwik Trip launched Urge! in 1987, “born out of a simple idea: give guests exclusive access to snacks that deliver big on flavor and personality,” the company said on its website.

“New flavors were introduced and seasonal varieties popped up,” the company continues on its website. “From spicy jerky to sour gummies and bold chip flavors, Urge! kept pushing the boundaries of what convenience store snacks could be.”

The product lineup includes chips, candy and jerky.

In April 2025, Kwik Trip rode right down the center line on the road with an “is it real or fake?” April Fools’ Day post on X for a Roller Grill Hot Dog-Flavored Potato Ripple Chips, a limited-time flavor.

The April 1 post pictured a hand holding the Urge! chips with line, “Rolling out to stores this week.” Many people assumed the chips were a joke for April Fools’ Day.

One response asked, “April fools?!?” to which Kwik Trip replied with a clip of actor John Candy saying, “No.”

Another asked, “Why do I feel this isn’t a joke.” Kwik Trip replied, “Because it’s not.”

Ben Leibl, Kwik Trip spokesperson, told CSP at the time: “These chips are real, and it wasn’t an April Fools’ joke. They are a limited-time offer item.”

Kwik Trip operates in Wisconsin, Minnesota and northern Michigan under the Kwik Trip name, and in Iowa, Illinois, North Dakota and South Dakota under the Kwik Star banner. The family-owned company is one of the biggest independently held c-store chains in the country.

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news  retailers  candy  Chuck Ulie is foodservice editor for CSP.

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