The rabbit-shaped chocolate bar with the Malteser centre, which had its first outing this Easter, generated £3.3m sales over the 12-week period, said Mars.
The company predicted bigger sales in 2010 on the back of a £1m TV advertising push that kicks off in February. The campaign will consist of TV, press and PoS material.
The MaltEaster Bunny (rsp: 59p) hits shelves in the new year.
Mars has also revamped packaging on its Galaxy filled and shell eggs with a butterfly and tulip design and has saved 168 tonnes of plastic by replacing plastic inserts with card on its small, medium, luxury and premium egg ranges.