Maltesers is further tapping in to the Big Night In trend by becoming the exclusive confectionery partner of Britain’s Got Talent (BGT) in 2014. As part of the agreement, Maltesers will launch a limited edition flash-marked promotional pack offering consumers the chance to win money-can’t-buy prizes. These include VIP tickets to the BGT live shows and thousands of other prizes. Meanwhile, digital activation will offer the chance to win a BGT house party for family and friends. The new packs will be supported by a range of eye-catching POS units and a £1.95m media support package.

“The Bitesize category has taken off over the last few years as more and more consumers switch that expensive big night out for a big night in with their friends and family, notes Mars Chocolate UK’s retail excellence director Carrie Martin. “By pairing BGT and Maltesers, we know that we can add something extra special to that important family time.”

Maltesers is the number one bitesize brand and is currently worth £187.6m. The Bitesize category has enjoyed phenomenal success over the last few years and is valued at £589m.