Maille launches limited edition jars for Easter

MAILLE, the speciality mustard brand from Unilever UK, is launching limited-edition Easter packaging for its Dijon Originale and Wholegrain mustards.

Maille jars

The labels for the two limited-edition jars have been designed to emphasise the premium nature of Maille, and encourage consumers to trade up from less premium mustards and try something new with their Easter roast dinners.

Hannah Webb, brand manager for Maille at Unilever UK, said: “The launch of our new limited-edition jars should help create buzz around the brand during the Easter period and provide greater stand out on shelf. 2016 is set to be a big year for Maille and our Easter themed jars will be a great way to kick this off.’’

Maille has the highest repeat purchase rate in the category and a 41.8% share of the total Speciality Mustard category, according to Neilsen data quoted by Unilever UK.

The limited edition Dijon Originale and Wholegrain Mustard jars have an RRP of £1.79 and are both available in cases of six.