CHOCOLATE company Mars had been keeping it secret … but teasing about the development for weeks. Something was about to happen on one of its biggest brands.
A collection of retail business journalists was finally let into the secret, given a tour of part the Mars £6m research and development operation and factory in Slough and given the chance to make (but not take away) their own version of the new product.
Late last month it was officially launched. For Maltesers Teasers the confectionery scientists had taken the Maltesers ingredients, fashioned the malty interior into smaller particles, introduced a much larger proportion of chocolate, mixed it, moulded it, and reinvented the Maltesers ball as the Maltesers Teasers block.
Maltesers Teasers is now available as a 35g single-serve bar with an RRP of 57p and in a sharing-sized 150g block with an RRP of £2.09.
The launch of Maltesers Teasers will be supported by a £4 million marketing campaign that includes a special TV advert this month. Expenditure on the launch is separate from existing Maltesers marketing spending. Special point of sale material is also available for retailers.
Bep Dhaliwal, trade communications manager at Mars Chocolate UK, said: “Maltesers remains one of the nation’s top brands and we are delighted that consumers can now enjoy the great taste of Maltesers in a block format.
“The launch of Maltesers Teasers is set to re-energise the block category and attract new customers who are looking for a treat or for sharing with friends and family. The Malteaster Bunny has been a huge success since we launched it, so we’re really excited to be bringing this new product to the range.”
