Mars Wrigley extends Maltesers range
MALTESERS fans are in for a double treat as Mars Wrigley has unveiled two new variants of the classic confectionery brand.
This summer sees the roll out of new Maltesers Buttons and Maltesers Truffles, with both new formats scheduled for a mid-July launch.
Matesers Buttons takes the chocolate and malt of a Malteser and packs it into a button format. Mars Wrigley has said the buttons will have a higher ratio of chocolate to malt than original Maltesers, and the firm reckons this will provide a “more indulgent” experience for consumers.
The new Maltesers Truffles format is being positioned by Mars Wrigley as a more premium proposition, with the firm suggesting packs could be purchased as a gift as well as an indulgent treat.
Maltesers Truffles are made with the same crunchy malt as a traditional Malteser but packed into the creamy consistency of a truffle.
Support for both formats comes in the shape of a £2.5m marketing campaign.
Rebecca Shepheard-Walwyn, brand director for Maltesers at Mars Wrigley said: “We are extremely excited to be launching these new breand extensions to express two different elements of Maltesers, one of the UK’s biggest heritage brands.
“Maltesers Buttons will reintroduce the brand to younger consumers while Maltesers Truffles will grow the category through being perfect for those special gifting occasions.”
Lauren George, brand and trade PR manager at Mars Wrigley said: “Maltesers. One of Mars Wrigley Confectionery UK’s biggest brands, is set to fuel huge category growth with two new brand extensions. Retailers should be sure to stock up on these new products to capitalise on the media spend and maximise sales.”
Maltesers Buttons are available across 32g, 68g, 93g and 159g pack formats with RRPs ranging from £0.66 to £3.29.
Maltesters Truffles are available as a 54g token gift box at £1.99, a 200g medium gift box RRP £4.99. Tesco has also secured an exclusivity agreement for 2018 to stock Truffles in a 336g large gift box at £7.49 RRP.
