MARS WRIGLEY CONFECTIONERY UK SHAKES UP THE CATEGORY WITH TWO EXCITING MALTESERS® BRAND EXTENSIONS
Mars Wrigley Confectionery UK has announced the launch of two exciting new products for the UK’s fourth largest confectionery brand – MALTESERS®.
MALTESERS® Buttons, a delicious new bitesize treat, has the same ingredients as regular MALTESERS® but in a fun and playful format, offering consumers a chocolate button with the brand’s signature crunchy texture. MALTESERS® Truffles contain the familiar crunch and melt combination that consumers love with a new creamy truffly texture which creates a different eating experience.
2018 is set to be the year of MALTESERS®, with MALTESERS® Buttons and MALTESERS® Truffles being backed with a combined £2.5million media spend – it’s certainly not one for retailers to miss!
One of the biggest FMCG launches of 2018, with £34m CSV and made even more tantalising by The Sun’s leak of the new format earlier this year*, MALTESERS®Buttons will have a higher ratio of MALTESERS® signature chocolate to malt than core MALTESERS®. This will provide a more indulgent bitesize eating experience for consumers, while still retaining the brand’s characteristics of being deliciously crunchy.
MALTESERS®Buttons taps into two great confectionery traditions in Britain – the MALTESERS® brand, first manufactured in the UK in 1937, and the buttons format, which has enjoyed enduring popularity among British consumers for decades. By combining these two powerhouses, MALTESERS®Buttons will drive growth to the category.
MALTESERS®Buttons will also help introduce a younger demographic to the MALTESERS®brand, with the buttons format most popular to those aged 16-44.As part of the brand’s strategy to attract younger audiences, the MALTESERS®Buttons launch will be backed by a £1.3m digital-only media spend on channels like YouTube, Facebook and Instagram. The creatives will leverage the playfulness of MALTESERS®to give shoppers a new way to look on the light side!
Set to hit shops in mid-July, MALTESERS®Buttons will be available with a full suite of complimentary point of sale to create a 360-degree shopper journey, including digital channels and outside of store advertising. Mars Wrigley Confectionery UK will also provide prefilled units for maximum impact in store to stand out and drive impulse purchases.
MALTESERS®Truffles are a totally new format of MALTESERS®, special enough to gift to family and friends. MALTESERS® Truffles provide a more indulgent eating experience for consumers through their creamy truffly consistency, while still retaining the brand’s familiar crunch. MALTESERS®Truffles are Mars Wrigley Confectionery UK’s first step into a premium chocolate offering and both product and packaging extend MALTESERS® into an all-year-round premium gifting experience whether its Mother’s Day, Christmas or a birthday.
MALTESERS®Truffles are perfectly placed to bring scale, fun and new shoppers into the category with seasonal and boxed confectionery outperforming total confectionery for the last three years. This is a trend driven by consumers favouring more premium chocolate, which has grown at ten times the rate of total chocolate. MALTESERS®Truffles’ extension into premium gifting will drive incremental growth to the category, representing a £20 million CSV opportunity.
Hitting stores in mid-July 2018, Mars Wrigley Confectionery UK is investing £1.2m (MMS equivalent) marketing spend behind the launch with an innovative digital campaign set to reach over 60% of the UK. Instore activation support will include premium point of sale and media tools that will be focused on driving trial, awareness and conversion.
What do we think?
Rebecca Shepheard-Walwyn, MALTESERS® Brand Director, Mars Wrigley Confectionery UK, said: “We are extremely excited to be launching these new brand extensions to express two different elements of MALTESERS®, one of the UK’s biggest heritage brands. MALTESERS® Buttons will reintroduce the brand to younger consumers while MALTESERS® Truffles will grow the category through being perfect for those special gifting occasions.”
Lauren George, Brand and Trade PR Manager, Mars Wrigley Confectionery UK said: “MALTESERS®, one of Mars Wrigley Confectionery UK’s biggest brands, is set to fuel huge category growth with two new brand extensions. Retailers should be sure to stock up on these new products to capitalise on the media spend and maximise sales.”
Nielsen Homescan 23rd April 16.
 Nielsen, 2017