Mars Wrigley unveils key Easter treats for UK market
A key range of new and expanded product series are being unveiled as part of Mark Wrigley UK’s Easter campaign, including new additions to its Galaxy and Maltesers ranges, writes Neill Barston.
The company acknowledged that amid challenging times, occasions to celebrate in 2021 will have additional meaning as lockdown conditions are anticipated to ease during the year.
Among its key releases is a new orange Maltesers bunny, which has been developed in response to a wider growth trend of 20% with orange-based products in the based two years, with the company anticipating a strong response to its emergence this month. It retails in the UK at 62p for a 29g option.
The business confirmed the return of the original chocolate flavour of Malteser bunny, pictured above, at the same price as its orange variant), which it recorded as the second most popular single treat on the market, delivering sales totalling £36 million, ensuring its retention as a core item in its series.
Also coming to shelves for Easter 2021 is the number 1 most requested product on social media – Maltesers white mini bunnies, being backed by a national campaign offering shoppers the chance to ‘find the bunny and win the money”, with £5,000 in prize money and 100’s of other prizes.
Another key favourite are its Maltesers Truffles Luxury Egg (RRP £11.99 – 286g) | Galaxy Truffles Luxury Egg (RRP £11.99 – 301g), which represent the largest and most traditional segment of chocolate gifting for the season.
Easter trends
Furthermore, in the four weeks leading up to the egg-citing Easter Sunday, shoppers move into what Mars calls ‘the late season’, where purchases are often planned and intended to fulfil an Easter ritual such as egg hunts, baking and gifting – with ‘at home’ egg hunts expected to increase pandemic restrictions limiting social gatherings. The company also believed there would be a growing trend for home baking and crafting.
The company is also reviving its Maltesers Easter Mix alongside the Celebrations Easter Mix, offering consumers a variety of plentiful fun treats to go around – whether used for egg hunts or for sharing at family feasts. Both packs are available at RRP £4.99. Another new entry for 2021 New for 2021 is the Maltesers Easter Hunt Mix ( RRP £6.99– 279.8g) and Galaxy Easter Hunt Mix (RRP £6.99– 306.4g)
Also hitting shelves will be the classic Galaxy Caramel Mini Eggs )RRP £1.19 – 80g) showcased in a brand-new bold packaging design, notably aimed at decorating baked Easter creations.