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Maltesers go to the dark side with new chocolate addition

By Anthony Myers contact

- Last updated on GMT

The new dark range of Maltesers. Pic: Mars Wrigley
The new dark range of Maltesers. Pic: Mars Wrigley

Related tags: mars wrigley

Mars Wrigley has launched a dark chocolate version of its best-selling Maltesers - the first innovation in almost a decade following previous plays on the iconic flavour, including orange and mint varieties.

The makeover has been crafted by Mars Wrigley’s team of chocolatiers to provide chocolate lovers a choice when opting for the of the popular buttons. Maltesers Dark has 65% more cocoa and 30% less sugar.

Selling a total of 187 million Maltesers treats a year equating to six products every second, Maltesers is a firm favourite among Brits, as one of the UK’s most loved chocolate brands, according to a YouGov 2021 BrandIndex poll.

This launch promises to give fans a new and delicious way to enjoy dark chocolate​,” a spokesperson for Mars Wrigley said.

Dark chocolate continues to be ontrend, with a recent 15% growth in the market, according to Scantrack Data: Q1 2021. Dark chocolate is also the most requested new flavour, leading to the decision to create a more intense cocoa experience for the brand.

Leah Dyckes, Brand Director, Maltesers, said: “We are excited to be extending our Maltesers range to offer fans a new twist on the chocolate malt confections, which we all know and love. We thought it was about time to finally create Dark Maltesers, as fans have been requesting us to bring out this flavour for years! We’re proud to have developed this new innovation and we can’t wait for everyone to taste the new product!​”

Dark Maltesers is available nationwide from 20th June in four-pack formats to either enjoy as a single treat or to share with family and friends.

Related topics: Manufacturers, Chocolate, Mars

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