Source: Mars Wrigley

Four formats will roll out from 9 March

Maltesers has boosted its Buttons range with a new mint flavour.

The NPD marks the first flavoured launch in the brand’s history. They are billed as “a delicious combination of the Maltesers trademark crunch alongside a fresh, minty flavour”.

The buttons will roll out to the big four and Waitrose from 9 March in four formats: single (rsp: 66p/32g), Treat Bag (rsp: £1.19/68g), Treat Bag Extra Free (rsp: £1.19/85g) and a pouch (rsp: £2.09/102g).

Maltesers Buttons were “the fastest growing Mars Wrigley brand” since their launch in 2018, said the brand [Nielsen 52 w/e 29 December 2018].

Mint flavour products had “rapidly grown 34% over the past 12 months” [Nielsen 52 w/e 27 April 2019], it said, adding that “coupling this popular flavour” would “drive new consumers to the segment”.

The launch will be backed by a £600,000 advertising push, focusing primarily on social media and influencers.

It’s the latest in a series of brand extensions from Maltesers. Last month it broke into the biscuit aisle with the launch of Maltesers Biscuits, which are manufactured for Mars by Burton’s Biscuit Company.