Mars Wrigley is bringing back Maltesers White Chocolate after more than a decade. The relaunch comes in direct response to consumer demand and not only caters to the rising popularity of white chocolate (the sub-category saw a 12% uplift in 20241) but also taps into shoppers’ desire for nostalgic products.
Clare Moulder, Maltesers Senior Brand Manager at Mars Wrigley, commented: “Consumers absolutely love Maltesers white chocolate and have been clamouring for us to bring it back. I’m happy to confirm that we are now finally going to do just that.”
“White chocolate is a growing trend, and as the number two favourite chocolate brand in the UK, we are perfectly placed to answer this demand. We also know that white chocolate versions of favourite brands appeal to the under-35 demographic, so this launch is set to bring existing as well as new consumers to confectionery aisles.”
Maltesers White Chocolate will start rolling out from 16 June in a variety of formats.
