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. 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 and so through coupling this popular flavour with the fastest growing Mars Wrigley UK brand, 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%. 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 purchasing Buttons, and over two million then repeat purchasing. 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.