Mars Wrigley Confectionery UK has announced the launch of two new products for Maltesers, the UK’s fourth largest confectionery brand (Nielsen Homescan 23rd April 16).
Maltesers Buttons will have a higher ratio of chocolate to malt than core Maltesers. This will provide a more indulgent bitesize eating experience and aims to help introduce a younger demographic to the Maltesers brand, with the buttons format most popular to those aged 16-44. As part of the brand’s strategy to attract younger audiences, the Maltesers Buttons launch will be backed by a £1.3m digital-only media spend on channels like YouTube, Facebook and Instagram.
Maltesers Truffles, Mars Wrigley Confectionery UK’s first step into a premium chocolate offering, is a totally new format which mixes a new creamy truffly texture with the crunch consumers expect. The product and packaging aim to extend Maltesers into an all-year-round premium gift, with seasonal and boxed confectionery outperforming total confectionery for the last three years (Nielsen, 2017). MaltesersTruffles’ extension into premium gifting will drive incremental growth to the category, representing a £20 million CSV opportunity.
Set to hit shops in mid-July, the new products will be backed with a combined £2.5million media spend including a digital campaign set to reach more than 60% of the UK. In-store activation support will include premium point of sale and media tools that will be focused on driving trial, awareness and conversion.
Maltesers Buttons will be available with a full suite of complimentary point of sale to create a 360-degree shopper journey, including digital channels and outside of store advertising. Mars Wrigley Confectionery UK will also provide prefilled units for maximum impact in store to stand out and drive impulse purchases.
Rebecca Shepheard-Walwyn, Maltesers brand director for Mars Wrigley Confectionery UK, said: “We are extremely excited to be launching these new brand extensions to express two different elements of Maltesers, one of the UK’s biggest heritage brands. MaltesersButtons will reintroduce the brand to younger consumers while MaltesersTruffles will grow the category through being perfect for those special gifting occasions.”
Maltesers Buttons are available in the following formats: 32g Singles - £0.66; 68g Treat Bag - £1.19; 93g Pouch - £2.09; and 159g More to Share - £3.29
MaltesersTruffles are available in the following formats: 54g Token Gift Box - £1.99; 200g and Medium Gift Box - £4.99.