Masterfoods has put back its launch of White Maltesers as a permanent countline from March to September 2004 to ensure enough stock is available to meet demand.

The current consumer sales value of the brand is £4.2m and the product was the fastest selling new bite-size confectionery launch of 2003 – selling 10.3 million bags in three months, according to Masterfoods.

A limited amount of White Maltesers will be available for the spring season in the standard 35g bag at a rrp of 36p.

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