Mars Wrigley launches Dark Maltesers

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Mars Wrigley is expanding the Malteser range with the addition of Dark Maltesers, launching in the UK from 20 June across grocery, Convenience and wholesale channels. Dark Maltesers mark the first innovation on Maltesers Balls in nearly ten years, offering a more intense chocolate experience with less sugar.

Dark Maltesers is formulated with 30 per cent less sugar, meeting the shopper demand for more permissible sweet treats and a reduction in sugar content remains one of the top three priorities for shoppers.

Research shows that the dark chocolate segment has grown 15 per cent, with consumers increasingly looking for a more intense cocoa experience. Dark Maltesers offers the same formulation that consumers know and love, but with 65 per cent more cocoa, delivering a richer flavour.

Maltesers innovation pipeline is proven to recruit younger shoppers into the category. This latest product from Mars Wrigley is positioned to make dark chocolate more appealing to under 25s, recruiting new consumers to the category, driving retail sales and wider category growth.

“The creation of Dark Maltesers is a direct response to our consumers who have voiced they would like a dark chocolate variety of their favourite treat,” said Leah Dyckes, Brand Director for M&M’s and Maltesers. “Dark Maltesers retain what consumers know and love about Maltesers whilst offering a richer flavour profile, widening the consumer base of dark chocolate to younger consumers.

“This innovation is a great addition to the portfolio as it offers our retail partners the opportunity to drive further sales of Maltesers, a best-selling treat.”

Available in a £1 PMP treat bag (59g), a single pack (32g), pouch (88g) and made to share pouch (163g)