Mars Chocolate Drinks & Treats has today launched Maltesers Vegan Instant hot drink: simply add hot water to enjoy a super chocolatey drink taste with a hint of malt.
The value of instant vegan hot chocolate has trebled over the last year as more people are seeking plant-based options as part of a vegan or flexitarian diet.
“After the success of Galaxy Vegan, we anticipate the launch of Maltesers Vegan will be a successful addition to our hot drinks range,” said Michelle Frost, general manager at Mars Chocolate Drinks & Treats.
“We aim to ensure that everyone can enjoy the iconic flavours of our renowned confectionery brands in different forms and formats. With the growing number of consumers seeking vegan products, the launch of Maltesers Vegan was a natural range extension.”
This launch has come just in time for the start of Veganuary 2023, which is celebrating 10 years and more than two million pledges.
International head of comms & marketing at Veganuary, Toni Vernelli added: “We’re thrilled that Mars is launching a vegan Maltesers hot drink this January. While most past Veganuary participants tell us that eating vegan was actually much easier than they expected, milky chocolate is one of the items they report missing most. So, this news will make it even easier for people who want to help the planet to try vegan this January.”
Maltesers Vegan Instant hot drink is registered with the Vegan Society.
Maltesers Vegan comes in a 250g jar which contains 10 servings. RRP £2.99.