MALTESERS® Buttons get fresh with exciting new mint flavour

Following the nationwide success of MALTESERS® Buttons, Mars Wrigley UK has today announced it will be introducing the UK’s first ever flavoured MALTESERS® product – Mint MALTESERS® Buttons. 

As one of the biggest FMCG launches of 2018, MALTESERS® Buttons became the #1 NPD in the confectionery category – generating £19.3M in value sales[1]. This year, the mint variant will go even further by providing a delicious combination of the MALTESERS® trademark crunch alongside a fresh minty flavour.

Mint flavour products have rapidly grown +34% over the past 12 months[2] and so through coupling this popular flavour with the fastest growing Mars Wrigley UK brand[3], the delicious new bitesize treat aims to drive new consumers to the segment.

The launch of MALTESERS® Buttons recruited more millennial shoppers to the brand which helped MALTESERS® reach its highest ever penetration of 61.9%[4]. This minty fresh variant now aims to continue this trend by tapping into occasions like Big Night In and sharing at home.

Laura Boothroyd, MALTESERS® Senior Brand Manager said: “We’re incredibly excited to be launching Mint MALTESERS® Buttons into the UK this year. Over the past three years we’ve seen the great success of MALTESERS® Buttons, with over five million households[5] purchasing Buttons, and over two million then repeat purchasing[6]. However, we also know that regular innovation is important to shoppers who are buying confectionery to share at home, with research showing that two-thirds of millennials purchased a new product on their last grocery trip.

“With this in mind, the MALTESERS® team continue to innovate our much-loved portfolio. 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 the 9th 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 of Mint MALTESERS® Buttons will be backed by a £600k advertising campaign. With social media investment across Snapchat, Twitter, Instagram and Facebook, including influencer engagement, the brand aims to reach Millennials online as well as through out-of-home advertising. The campaign officially begins in March.

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