Mars Wrigley UK announces UK’s first ever flavoured MALTESERS product

Mars Wrigley UK has announced the launch of Mint MALTESERS Buttons, the UK’s first ever flavoured MALTESERS product.

The company aims to repeat the success of the MALTESERS Buttons, one of the biggest FMCG launches of 2018 which generated £19.3 million in value sales, with the mint variant, by tapping into occasions like Big Night In and sharing at home.

Laura Boothroyd, MALTESERS senior brand manager, said: “We saw the great success of flavoured MALTESERS driving huge consumer interest in the Australian market and coupled with the UK’s existing love of MALTESERS Buttons, we are therefore confident that the launch of this latest MALTESERS innovation will once again win over consumers.”

Mint MALTESERS Buttons will launch market wide on 9 March and will be available in a range of formats:

• Single. 32g (RRP £0.66)
• Treat Bag. 68g (RRP £1.19)
• Treat Bag Extra Free. 85g (RRP £1.19)
• Pouch. 102g (RRP £2.09)

The launch will be backed by a £600k advertising campaign comprising social media investment and  out-of-home advertising. The campaign officially begins in March.