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

Kiran Paul
By Kiran PaulFeb 03, 2020
Kiran Paul
With a background that spans both the agility of startup environments and the established presence of Asian Media Group, Kiran tries to bring a well-rounded perspective to his work. His career as a journalist began at a dynamic news startup, where he honed his reporting and storytelling skills for five years, gaining valuable experience in a fast-paced and evolving media landscape. Since 2018, he has been contributing to Asian Trader, where a standout feature of his work has been his in-depth interviews with award-winning retailers, which he transforms into insightful profiles that appear in each issue.
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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.

maltesersmars wrigley

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