Return of White Maltesers after a decade’s absence

A fan-favourite from Mars Wrigley, in the form of its popular White Chocolate Maltesers is set to make a long-awaited comeback next month, writes Neill Barston.

As the manufacturer revealed, the revival of the variety will be the first time that consumers have seen the flavour return to shelves in a decade, with the company holding strong expectations for its re-emergence.

Moreover, as the business explained, the relaunch comes in direct response to significant consumer demand and not only caters to the rising popularity of white chocolate (the sub-category saw a 12% uplift in 2024) but also taps into shoppers’ desire for nostalgic products.

Clare Moulder, Maltesers Senior Brand Manager at Mars Wrigley, believed the return of the white flavour is likely to have a strong impact this summer.

She said: “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.”

The variety will be available from 16 June in a variety of formats nationwide and roll out across grocery channel via wholesale.