Mars Chocolate Drinks and Treats (MCD&T) has today (April 19 2021) announced the launch of Orange Maltesers Biscuits. Each biscuit has three light, tangy orange, malty bobbles, smothered in smooth milk chocolate, to create a unique, fun, snap and crunch biscuit treat.
The latest addition to the range, builds on the huge success of the original Maltesers Biscuits which launched in January 2020, and Mint Maltesers Biscuits, which launched in September. The range, seen as 2020’s biggest category launch, has already delivered £8.6 million retail sales value1 and achieved 13.3% UK household penetration.
The total sweet biscuit market in the UK is worth £2.75 billion3 with the special treats category accounting for £931 million and growing at a rate of 6.6%.
Michelle Frost, General Manager at Mars Chocolate Drinks and Treats said: “With continued category growth, increasing sales of orange skus4 and the fun format of these malty biscuits, we are confident that the launch of Orange Maltesers Biscuits will add incremental sales and increase household penetration for the range.”
Orange Maltesers Biscuits will be available in Tesco from April 25 2021. RRP: £1.49 for 110g pack containing ten biscuits.
Mars Chocolate Drinks & Treats launched a new cake bar variant this January, set to re-invigorate this popular category. The new Maltesers Cake Bar combines a light malty sponge, topped with a malty cream containing Maltesers pips, all covered in a layer of chocolate.
The cake bar category has grown by 14% over the past two years and is now worth £45 million with a household penetration of more than nine million. The traditional cake shopper tends to be aged 50 and above and MCD&T believe that the strength and appeal of the Maltesers brand will attract a new younger consumer to the category.
Image credit: Mars Chocolate Drinks and Treats
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Editor, International Confectionery
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