Maltesers and Lindor get bar format makeover

By Oliver Nieburg

- Last updated on GMT

Mars' Maltesers Teasers
Mars' Maltesers Teasers

Related tags Price Marketing Mars incorporated

Two major chocolate brands have been launched in block format as Mars Chocolate unveils Maltesers Teasers and Lindt introduces Lindor single serve bars.

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).

Lindt lindor
Lindt Lindor single serve

Jenn Ellek, director of trade communications at the National Confectioners Association (NCA) recently told 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.

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1 comment

The importance of POS

Posted by Guy Smith, Prolog,

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.

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