Mars’ has launched Maltesers Teasers in the UK. The product will be produced in Slough and marks the first major UK product launch since the company invested £6m ($9m) in an R&D facility in Fall 2012.
Mars: £4m backing for Maltesers Teasers
Bep Dhaliwal, trade communications manager, Mars Chocolate UK said: “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.”
Mars is investing £4m ($6m) to market the product including an advert airing in April.
The 35g single bars will come with a recommended retail price (RRP) of 57p ($0.85), while 150 g share packs will carry an RRP of £2.09 ($3.11).
Lindt sees rise in everyday gourmet
Swiss chocolatier Lindt has also jumped on the bar bandwagon by launching a block bar for its Lindor brand. The 38g snack bar has an RRP of £0.69 ($1.03).
Jenn Ellek, director of trade communications at the National Confectioners Association (NCA) recently told ConfectioneryNews.com that the US market was seeing growth in “everyday gourmet” – products that have a premium position but an affordable price point.
Products in the category include Hershey’s Bliss and Mars’ Dove/Galaxy brand.