Maltesers is making its debut in the biscuit aisle this month.
Maltesers Biscuits are comprised of three “malty bobbles” per biscuit, filled with “crisp honeycomb pieces” and coated in milk chocolate, with a “unique snap and crunch eating sensation”, according to owner Mars.
They are being manufactured for Mars by Burton’s Biscuit Company, which has worked with the chocolate giant on previous biscuit launches such as Galaxy, Mars and Bounty Soft Centres, which launched in June 2019.
Mars Chocolate Drinks & Treats general manager Michelle Frost said the brand believed the “combination of the innovative format, unique malty taste and the popularity of the brand” would “drive new customers into the category”, as well as providing something new for regular biscuit fans.
The packaging features the tagline ‘snap ‘em, crunch ‘em, love ‘em’.
They will roll into Asda this month, with listings in Sainsbury’s and Tesco to follow in March (rsp: £1.49/110g).
It’s the latest in a number of big moves from brand owner Mars over the past year. November saw it make its first foray into vegan chocolate with a trio of Galaxy Vegan bars – which came complete with recyclable and compostable packaging.
It’s been a solid year for the Maltesers brand, too, which overtook its Mars stablemate Galaxy last year to become the second-bestselling chocolate brand in the UK.
Sales of the brand grew 15.9% to £219.7m, while sales of Galaxy were down 0.4% to £217.7m [Nielsen 52 w/e 7 September 2019].