Masterfoods has swapped its standard large bags for pouches and reckons the new bagged confectionery packaging could prompt a big increase in sales.
Sharing packs in the bitesize category for Maltesers, Minstrels, Revels and M&M’s are now easier to open, stand upright on their own and can be resealed using a sticker on the pack.
The new packaging will be supported by a £3m marketing programme, including TV ads, with the strapline ‘Tear Me, Share Me, Keep Me’ used on selected point-of-sale and advertising.
Andrea Taylor, trade relations manager at Masterfoods, said: “The portfolio of the new packaging is striking and will take the bitesize product range from strength to strength.”
Grocery sales are expected to lift by 15% after trials in 60 stores led to increases of between 17% and 41%.
Maltesers (175g), Minstrels (225g), Revels (175g) and M&M’s (250g) all have an rsp of £1.49.