HACKETTSTOWN, N.J. — Mars on Tuesday announced the wide launch of its Maltesers — a brand that has been a top-selling bite-size candy in the United Kingdom. The candies were launched at movie theaters in September 2015, but Mars has now debuted the candy in food, mass, convenience and drug retailers nationwide.
"MALTESERS have been a favorite in the U.K. for decades and over the years we've received many requests for MALTESERS from fans in the U.S. who have tried it abroad," said Kerry Cavanaugh, Brand Director, Mars Chocolate North America. "We're thrilled to finally bring the product along with the brand's playful personality to a whole new set of fans stateside as a long-term addition to the Mars Chocolate portfolio.”
The candy will be available in a 1.3-oz. Singles box, 3-oz Theater box, 2.52-oz. peg bag, a 14.5-oz. sharing-size tub and a 31-oz. party-size tub. Mars is introducing the candy with a digital and social campaign in the coming weeks.
Mars is planning to support the launch with a digital and social marketing campaign, e-coupons, sampling and in-store displays.