Mint Maltesers arrive in the cake aisle

Mars Chocolate Drinks & Treats (MCD&T) has announced the introduction of a new flavour variant to its range of Maltesers cake bars.

New Mint Maltesers Cake Bars blend sponge cake bars, topped with a malt flavoured cream containing crunchy Maltesers and minty pieces for that extra crunch, all covered in chocolate

The range from Mars Chocolate Drinks and Treats is significantly growing share in the cake bar category, contributing the largest proportion of growth. While the total cakes market has declined over the last 12 weeks, driven by declining penetration, cake bars has bucked the trend, with growth of +4.6%.

Michelle Frost, General Manager at Mars Chocolate Drinks & Treats said: “This launch follows the success of Maltesers Cake Bars, which hit the shelves earlier this year.  We are excited to be extending the Maltesers brand in the cake bar category and are sure that this new flavour will not disappoint!”

Mint Maltesers Cake Bars are available in B&M and Home Bargains from September 20 2021, followed by Iceland from September 27 2021.

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Media contact
Kiran Grewal
Editor, International Confectionery

Tel: +44 (0) 1622 823 922

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