Mars Wrigley is set to launch Dark Maltesers on 20 June.
The launch marks the first innovation in the Maltesers range for nearly 10 years, formulated with 30% less sugar than regular Maltesers and 65% more cocoa.
It comes as dark chocolate has grown by 15%, with Mars aiming to make the segment more accessible to shoppers under 25.
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Dark Maltesers will launch in a £1 price-marked 59g treat bag, a 32g single and a 163g sharing pouch.
Leah Dyckes, brand director for M&M’s and Maltesers, said: “The creation of Dark Maltesers is a direct response to our consumers who have voiced they would like a dark chocolate variety of their favourite treat. Dark Maltesers retain what consumers know and love about Maltesers whilst offering a richer flavour profile, widening the consumer base of dark chocolate to younger consumers.”
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