Mars Wrigley is extending the Maltesers range with two new products. Made from the same ingredients as regular Maltesers, new Maltesers Buttons have a higher ratio of chocolate-to-malt content to give consumers a button with the brand’s signature crunchy texture.
Mars Wrigley hopes the new Buttons, which will hit shops next month, will help introduce a younger demographic to the Maltesers brand. As part of the brand’s strategy to attract younger audiences, the launch will be backed by a £1.3m digital-only media spend.
Maltesers Buttons will come in four sizes: 32g bag, rrp 66p; 68g bag, rrp £1.19; a 93g pouch, £2.09; and a 159g More to Share bag at £3.29
Meanwhile, new Maltesers Truffles are said to provide a more indulgent eating experience for consumers through their creamy truffly consistency, while still retaining the brand’s familiar crunch. They will be available next month in a 54g token gift box, rrp £1.99 and 200g medium gift box at £4.99.
Mars Wrigley is investing £1.2m in a marketing spend behind the launch with an innovative digital campaign set to reach over 60% of the UK.
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