Maltesers Buttons and Truffles: bitesize and gifting NPD

Mars Wrigley Confectionery UK has announced NPD from its power brand Maltesers that sees a combined media spend of £2.5 million.

Maltesers Buttons are a bitesize product containing the Maltesers signature
crunchy texture within a chocolate button. The new format not only capitalises on the popularity of the Maltesers brand, but also aims to introduce a younger demographic, with the button format being most popular with ages 16-44.

The launch includes a £1.3 digital-only spend to appeal to this target audience, along
with out-of-home advertising and eye-catching PoS materials.

The second launch has also seen a variation of the traditional Maltesers format. Maltesers Truffles are an indulgent boxed chocolate predicted to drive incremental growth to the premium gifting occasion and representing a £20 million category sales value opportunity.

Boxes of the creamy Maltesers Truffles have an rsp of £1.99 (54g) and £4.99 (200g). The launch is being backed with a £1.2 million marketing spend, featuring digital and in-store support that includes premium PoS materials.

Tel: Mars Wrigley Confectionery (01753) 550055

Published Date: June 19, 2018
Category: Product of the Month