A non-twist tape transfer system for interconnecting the trailing edge of tape from a first roll of tape to the leading edge of tape from a second roll of tape includes a first element which is attachable to the trailing edge of the tape on the first roll and a second element which is attachable to the leading edge of the tape on the second roll. A spindle which is attached to the holder the first roll is mounted on rotates with the roll and has a slot which releasably receives the first element in a manner such that the first element rotates with it. The second element attachable to the first element in a manner such that it does not rotate with the first element. When the tape starts to feed from the second roll the first element pulls out of the slot and proceeds with the tape.