Mars Wrigley has announced that it will be introducing the UK’s first-ever flavoured Maltesers product – Mint Maltesers Buttons.
After launching in 2018, the company claims Maltesers Buttons became the number one NPD in the confectionery category – generating £19.3m in value sales. This year, the brand is hoping to replicate this success with the mint variant.
Sales of mint flavour products are said to have grown by 34% over the past 12 months.
The launch of Maltesers Buttons helped recruit more millennial shoppers to the brand which enabled it to reach its highest ever penetration of 61.9%. The minty variant now aims to continue this trend by tapping into occasions like Big Night In and sharing at home.
Laura Boothroyd, Maltesers Senior Brand Manager said: “We’re incredibly excited to be launching Mint Maltesers Buttons into the UK this year. Over the past three years we’ve seen the great success of Maltesers Buttons, with over five million households purchasing Buttons, and over two million then repeat purchasing. However, we also know that regular innovation is important to shoppers who are buying confectionery to share at home, with research showing that two-thirds of millennials purchased a new product on their last grocery trip.
“With this in mind, the Maltesers team continue to innovate our much-loved portfolio. We saw the great success of flavoured Maltesers driving huge consumer interest in the Australian market and coupled with the UK’s existing love of Maltesers Buttons, we are therefore confident that the launch of this latest Maltesers innovation will once again win over consumers.”
Mint Maltesers Buttons will launch market-wide on the 9 March and will be available in a range of formats: Single – 32g (RRP £0.66), Treat Bag – 68g (RRP £1.19), Treat Bag Extra Free – 85g (RRP £1.19), and Pouch – 102g (RRP £2.09).
The launch will be backed by a £600k advertising campaign, with social media and out-of-home advertising. The campaign will begin in March.