Heating up

Mars has added White Maltesers to be prepared for the predicted growth in the chocolate and malted drinks market.

ALREADY worth £100m according to Nielsen, there is significant room for growth in the chocolate drinks market, says Mondelez International.

It has re-packaged and relaunched its Cadbury Highlights range.

The new look incorporates the established Cadbury purple colour and the relaunch will include PR, press and in-store promotion.

Trade communications manager Susan Nash said Cadbury is the number one brand and Green & Blacks one of the biggest premium brands in the category.

“The Highlights range holds the number two position in Diet Chocolate beverages, with Highlights Milk Chocolate the bestselling SKU within the segment,” she said.

“We believe the category has significant headroom for growth, as currently only one in two households buy hot chocolate, yet it is a highly popular drink in the out-of-home market. ”

Mondelez has re-packaged its Cadbury Highlights range

According to Mars Chocolate Drinks & Treats the UK hot chocolate and malted drinks market is worth £133m.

Accounting for 65% of overall sales, hot chocolate remains the category’s leading type of drink with value sales of £86m. Malted drinks are worth £32m.

It says its Maltesers Malted Chocolate brand outperforms the market by 17% and that instant malted white drinks now account for annual sales of £11.8m. White Maltesers hot chocolate was launched in a 200g jar earlier this year.