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.