UK: Mars launches Maltesers Teasers block bar
By Michelle Russell | 11 March 2013
Mars Inc has launched what it claims is the "biggest UK innovation of the decade" with the roll out of Maltesers Teasers.
The bar, which puts the chocolate-coated honeycomb balls in a block format, will be available across UK stores from 26 March and is available in both single and 'more to share' formats.
The launch is the first major new product to roll off the confectioner's production line since it invest GBP6m (US$8.9m) in its research centre in autumn last year, it said.
"The launch of Maltesers Teasers is set to re-energise the block category and attract new customers who are looking for a treat or for sharing with friends and family," said Mars Chocolate UK trade communications manager Bep Dhaliwal. "The Malteaster Bunny has been a huge success since we launched it, so we're really excited to be bringing this new product to the range."
The launch will be supported by a GB4m through-the-line campaign, including an advert to air in April.
Show the press release
BALL MEETS BLOCK AS MALTESERS® LAUNCHES THE EAGERLY ANTICIPATED MALTESERS® TEASERS®
Mars Chocolate announces biggest innovation of the decade made in the UK
Block or ball? Mars Chocolate has the answer – both! – having successfully created a more chocolatey way to enjoy the great taste of the nation’s favourite Maltesers®, with the introduction of Maltesers® Teasers®. Consumers will be able to enjoy the delicious and iconic chocolate-coated honeycomb balls in a perfectly formed block format for the very first time.
The launch of Maltesers® Teasers® is set to attract new block buyers to the brand and offer a new experience for existing Maltesers® lovers. Retailers can stock-up from 26th March with Maltesers® Teasers® available in both Single and More to Share formats.
Produced in Mars Chocolate’s birthplace of Slough, Maltesers® Teasers® marks a milestone in chocolate innovation. It is the first major new product to roll off the production line since Mars Chocolate invested £6 million into a state-of-the-art Research and Development facility in Autumn 2012.
Geoff Bryant, R&D Director, Mars Chocolate, said: “At Mars Chocolate, innovation is at the heart of our business which is why we are extremely proud to be launching our very latest creation – Maltesers® Teasers®. We are constantly looking at ways to excite consumers with new products and formats so that even more people can enjoy the great taste of our iconic brands wherever they may be.”
Maltesers® Teasers® is a testament to the continued innovation within Mars Chocolate and the company’s ongoing commitment to research and development. Celebrating 76 years since it was first produced in the UK, Maltesers® has become an iconic British brand and remains the best-selling bitesize product in the UK. The launch of Maltesers® Teasers® is expected to reinvigorate and drive further growth in the category.
Bep Dhaliwal, Trade Communications Manager, Mars Chocolate UK, said: “Maltesers® remains one of the nation’s top brands and we are delighted that consumers can now enjoy the great taste of Maltesers® in a block format. The launch of Maltesers® Teasers® is set to reenergise the block category and attract new customers who are looking for a treat or for sharing with friends and family. The Malteaster® Bunny has been a huge success since we launched it, so we’re really excited to be bringing this new product to the range.”
The launch of Maltesers® Teasers® will be supported by a £4 million through-the-line campaign, including a bespoke advert airing in April. Maltesers Teasers will be supported by incremental brand spend, which is in addition to an increase year on year in spend for core Maltesers® brand advertising. Highly impactful point of sale material will also be available and retailers are encouraged to stock-up in anticipation of heightened demand.
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RRP: 57p Single 35g
RRP: £2.09 More to Share 150g
Original source: Mars Inc