It’s not just the leaves turning orange this month, chocolate is too! Mars Wrigley UK has today announced the launch of MALTESERS® Bunny in an exciting new flavour set to get the nation ‘peeling’ good this Easter – orange!
2020 has seen versions of the UK’s favourite sweet treats getting a zesty refresh and MALTESERS® Bunny is looking to continue this consumer demand into the new year. As the second most popular self-eat treat during the Easter season and the top three self-eat SKU, MALTESERS® Bunny will squeeze the excitement out of consumers and retailers alike with its new orange variant.
We know that the self-eat category plays an important role in consumer’s Easter rituals, whether that be a delicious treat at the beginning of the season, through to Easter egg hunts. The launch of MALTESERS® Bunny Orange therefore delivers a new and exciting NPD to help grow the category further and tap into the shopper’s mission.
With the flavour growing a whopping 20% in the last two years, Mars Wrigley’s team of chocolate scientists haven’t lost concentration. The new MALTESERS® Bunny Orange finds the perfect blend between chocolate and orange to create brand-new sweet treat that consumers will love.
Speaking about the new launches, Kerry Cavanaugh, Marketing Director at Mars Wrigley UK said: “We know that the flavour orange is a distinctly British taste that has seen a huge zesty makeover in recent years.
While we often see the orange trend boom during the holiday season, we know that consumers love the flavour all year round which is why we’re ensuring the ‘choc-work’ continues into the new year and beyond. In what has been a challenging year for retailers, we know this exciting NPD will bring a new zest for life into sales and get consumers excited about the category once again.”
But the ‘a-peeling’ launches don’t stop there. MALTESERS® Bunny Orange is set to join another exciting orange innovation from Mars Wrigley UK.
Orange is clearly the flavour of the festive season and Mars Wrigley UK is thrilled to launch the GALAXY® Orange Truffles as an exclusive with Tesco this year. Available from early September, the velvety citrus truffle centered treat is the ultimate gift as we approach the festive season.
MALTESERS® Orange Bunny will be available market wide in 2021 and will retail for £0.61.
 KANTAR, WORLDPANEL FMCG, W/E 1ST APRIL 18