Mars Chocolate Drinks & Treats launch new cake bar

Mars Chocolate Drinks & Treats (MCD&T) has announced the launch of new cake bar variant, 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.

Michelle Frost, General Manager at Mars Chocolate Drinks & Treats said:  “The eye-catching packaging leaves shoppers in no doubt that these cakes bars are a delicious new way for Maltesers fans to enjoy their favourite confectionery brand.

“The brand’s launch into the biscuit category, a year ago, has proven highly successful and we believe that the same will be said for the new Maltesers Cake Bars.”

Maltesers Cake Bars are available now in Morrisons, Tesco and One Stop, in Sainsbury’s and Co-op from January 11 2021 and Asda from January 18, 2021.  RRP:  £1.65 for a pack of five individually wrapped cake bars.

Mars is a family-owned business with more than a century of history making diverse products and offering services for people and the pets people love. With more than $35 billion in sales, the company is a global business that produces some of the world’s best-loved brands: M&M’s, SNICKERS, TWIX, MILKY WAY, DOVE, PEDIGREE, ROYAL CANIN, WHISKAS, EXTRA, ORBIT, 5, SKITTLES, UNCLE BEN’S, and COCOAVIA.  Headquartered in McLean, VA, Mars operates in more than 80 countries. The Mars Five Principles – Quality, Responsibility, Mutuality, Efficiency and Freedom – inspires their more than 115,000 Associates to take action every day to help create a world tomorrow in which the planet, its people and pets can thrive. 


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Media contact

Kiran Grewal
Editor, International Confectionery

Tel: +44 (0) 1622 823 922

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