Mars confectionery brand Maltesers has made its debut in the biscuit aisle.
Produced for Mars Chocolate Drinks and Treats by Burton’s Biscuit Co, each biscuit comprises three malty bobbles that are covered in milk chocolate to create “a unique snap and crunch eating sensation”.
Available in Asda now, Mars said the launch is the first time the brand has been sold in the biscuit aisle. The biscuits, which have a recommended retail price of £1.49 for a 110g pack, roll out to Sainsbury’s and Tesco from March.
They are being launched to tap growth in the biscuits treats sub-category, which has risen ahead of the overall biscuit market with a 6.1% increase in volume sales.
“We are really excited to be introducing this iconic brand into the biscuit aisle for the first time,” said Mars Chocolate Drinks and Treats general manager Michelle Frost.
“We believe that a combination of the innovative format, unique malty taste and the popularity of the brand will drive new consumers to the category in addition to providing something new and exciting for regular biscuit fans.”