Milkybar has mounted a challenge to Maltesers, unveiling “crispy cereal balls” coated in chocolate.
Crunchy Pops are coated in Milkybar’s signature white chocolate.
They will land in major retailers across the UK next week in sharing pouches (rsp: £2/90g) and were “set to be a fan favourite”, said Milkybar, which this year celebrates its 90th anniversary.
“It’s an exciting year for Milkybar, and Crunchy Pops are a special launch for us,” said Rachel Beaufoy, marketing manager at Milkybar owner Nestlé Confectionery.
“We’ve combined a delicious crunchy texture with our creamy white chocolate to create a treat we think people will love.
“We’re really looking forward to hearing the reaction once they hit shelves,” Beaufoy added.
Cheaper than Maltesers
The treats will directly compete with white chocolate Maltesers, which were brought back to market by Mars Wrigley in May after more than a decade’s absence, and following “significant consumer demand”.
However, at £2.22 per 100g, Milkybar Crunchy Pops are cheaper by weight than White Maltesers, which were being sold for as much as £4 per 100g in Morrisons and £3.18 per 100g in Sainsbury’s at the time of writing.
As reported by The Grocer in December, Morrisons British Sirloin Steak 227g and Sainsbury’s British or Irish 21 Day Matured Sirloin Steak 225g, both priced at £7, are both cheaper by weight than the Maltesers products, at £3.08 per 100g and £3.11 per 100g, respectively.
White Maltesers first hit shelves as a limited-edition launch in 2003 and were brought back as a permanent addition to the range in 2004.
They remained part of the core Maltesers portfolio for a decade, until they were discontinued by Mars Wrigley in 2014.
When Mars Wrigley brought White Maltesers back last year, it said they would cater to the rising popularity of white chocolate, while also tapping shoppers’ “desire for nostalgic products”.
No comments yet