UK: Mars launches Maltesers Teasers block bar
By Michelle Russell | 11 March 2013
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Maltesers Teasers combines chocolate-coated honeycomb balls in a block format |
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.
Original source: Mars Inc
Sectors: Confectionery, NPD & innovation
Companies: Mars Inc
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There is currently 1 comment on this article
Good to see Mars launch their Malteasers Teasers chocolate bar with Easter just around the corner. It is also promising to see they have invested £4m in their launch marketing to drum up initial interest and awareness, because as with any new product launch it is not just about ensuring you have the right amount of stock, but also that you have marketing material like POS items in time to drive sales.
POS material is vital in encouraging purchase in the retail environment by sign-posting the product in-store. However, the POS material need to be right for the individual store and delivered on time. Therefore, ensure the supplier you use is well versed in the bespoke print and timely delivery of POS in-store or the spend on the big ad campaign could be wasted.
Guy Smith, Prolog said at 10:49 am, March 26, 2013
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