Mars unveils Maltesers Teasers chocolate bar based on Celebrations treat

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Mars is expanding its Maltesers brand into a chocolate bar format for the first time.

Available in two sizes - a countline and a sharing block - from the end of this month, Maltesers Teasers is the first product launched by Mars since it invested £6m in a new R&D facility last autumn.

The new chocolate bars are similar to the Maltesers sweets found in Mars’ Celebrations selection boxes, and contain tiny pieces of Malteser.

“What we’ve come up with is based on the Celebrations Maltesers, but we wanted to intensify the amount of chocolate while keeping the crunch,” said Mars Chocolate R&D director Geoff Bryant.

To achieve this, Mars has built a dedicated production line at its Slough site to make the tiny Maltesers pieces in the new bars.

“The new line has meant we are able to create smaller centres using exactly the right mould for the perfect bite,” added Bryant.

Mars said it was hoping the launch would reinvigorate the block category, which it claimed had seen limited innovation.

The launch will be supported by a £4m marketing campaign including a new ad airing in April and Mars said it would also be increasing its year-on-year spend on the core Maltesers brand.

Maltesers is the third-largest chocolate confectionery brand in the UK and is outperforming the overall chocolate confectionery market, with sales up 6.5% year-on-year to £152.6m in a category up 3.4% [Nielsen 52 w/e 13 October 2012]. The brand’s last big piece of NPD was the Malteaster Bunny novelty in 2009.

The launch of Teasers makes Maltesers the latest in a string of confectionery brands to have branched into bars. These include the Rolo bar launched by Nestlé a year ago, and the Creme Egg Twisted bar rolled out by Cadbury in 2008.

Readers' comments (4)

  • absolutely love these Malteser bars and cannot seem to find them in the shops anymore.

    Very disappointing

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  • I agree with Nicole Griggs. I bought these in my local Co-op andloved them. Tried to get them again today,and firstly I was told they were and Easter line, then the small bar was produced and I was told the 150g bar was just a promotional line and not something they will stock.
    Where can I buy the larger blocks please?

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  • As with the above comments, I loved the Teasers bar but can't find it anywhere...... Are there any suppliers that carry it?

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    I really want one of the huge giant bars right now, they are so delicious.
    Yeah it is unfair about the easter bunnies - they are too small and only are available at Easter!

    But once my friend got the absolute giantest bar and she only gave me a little piece but it was amazing. I love these so much!

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