Maltesers and Lindor get bar format makeover

11-Mar-2013 - Last updated on 11-Mar-2013 at 15:41 GMT

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 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.