Mars Australia rebrands iconic ‘Malteasers’

By Anthony Myers

- Last updated on GMT

The newly named 'Malteasers'  has been launched in Australia. Pic: Mars
The newly named 'Malteasers' has been launched in Australia. Pic: Mars

Related tags Mars Australia Maltesers

Mars Wrigley has announced it is renaming its Maltesers brand to ‘Malteasers’ in what the company is describing as an ‘Ah-ha’ moment.

Mars Wrigley bitesize portfolio director, Michelle Gazzola, said the change came off the back ofconsumer pressure.  “We’re a consumer-led business and since the inception of the brand in 1937, we’ve had questions about the spelling of ‘Maltesers’.

“It’s long been a sticking point for our consumers, and we receive inquiries about the spelling of the name every day on social media and through our consumer care channels.”

“However, we had a real ‘Ah-ha’ moment late last year when comedic duo Hamish & Andy took us to task over the spelling of the brand.

“We were bombarded by their followers petitioning for the name to be changed, and so we’ve taken the feedback on board.”

Gazzola said the same iconic chocolate with a crispy malt centre stays the same, just with the brand new spelling.

The new look Malteasers, will be rolling out across Australian stores this month.

Related topics Manufacturers Chocolate Mars

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