Maltesers now available in block format
Block or ball? Mars Chocolate has the answer – both! – having successfully created a more chocolatey way to enjoy Maltesers, with the introduction of Maltesers Teasers. Consumers will be able to enjoy the delicious and iconic chocolate-coated honeycomb balls in a perfectly formed block format for the very first time.
The launch is set to attract new block buyers to the brand and offer a new experience for existing customers. Retailers can stock-up from 26 March with the product being available in both single and sharing formats.
Produced in Slough, UK Maltesers Teasers marks a milestone in chocolate innovation. It is the first major new product to roll off the production line since Mars Chocolate invested £6 million into a research and development facility in Autumn 2012.
Geoff Bryant, R&D director, Mars Chocolate, says, “At Mars Chocolate, innovation is at the heart of our business which is why we are extremely proud to be launching our very latest creation – Maltesers Teasers. We are constantly looking at ways to excite consumers with new products and formats so that even more people can enjoy the great taste of our iconic brands wherever they may be.”
Bep Dhaliwal, trade communications manager, Mars Chocolate UK, says, “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 reenergise 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.”
The launch will be supported by a £4 million through-the-line campaign, including a bespoke advert airing in April. Maltesers Teasers will be supported by incremental brand spend, which is in addition to an increase year on year in spend for core Maltesers brand advertising. Highly impactful point of sale material will also be available and retailers are encouraged to stock-up in anticipation of heightened demand.
