The confectionery giant appeared to have scored an instant hit when it launched a limited edition white chocolate variant of its Maltesers classic last November.
It was so impressed with initial sales that, within a month, Masterfoods announced the line would become a permanent offering from this March.
However, the company was later forced into a U-turn after admitting it had failed to balance White Maltesers’ planned full-time rollout with an upturn in sales of the standard milk chocolate Maltesers line.
The company said it had now secured a “supply pipeline to fulfil ongoing demand” of the White variant and was now looking forward to building on the product’s initial success.
It claimed White Maltesers was the fastest selling new bitesize launch of 2003, selling 16.5 million bags at a value of £6.9m.
New packaging is now brighter and the product will be available in 35g bags at an rsp of 37p, backed by a £2.3m media spend which will include national TV advertising and outdoor posters.
Masterfoods trade relations manager Andrea Taylor said: “The retail response to White Maltesers has been overwhelming and we are pleased to now introduce it as a permanent line.
“We know White Maltesers will once again be a huge success due to the consumer demand we have experienced.”