Burton’s Biscuit Company has launched Maltesers Biscuits, representing the first time the Mars-owned confectionery brand has entered the biscuit category.
Each biscuit comprises of three ‘malty bobbles’ covered in smooth milk chocolate.
The new biscuit expands Maltesers offerings which includes truffles, ice cream, Easter bunnies and buttons and joins Mars’ previous biscuit launches such as Galaxy, Bounty and M&M cookies.
Simon Browne, Burton’s Biscuits managing director, said: “We firmly believe that Maltesers Biscuits will be the biggest launch in the biscuit category in 2020 and marks a significant milestone in our partnership with Mars Chocolate Drinks and Treats (MCDT).
“This innovative product is the result of close collaboration and tireless work by both businesses to ensure that we continue to drive incremental growth and excitement in the biscuit category.”
Michelle Frost, general manager at MCDT said: “We are really excited to be introducing this iconic brand into the biscuit aisle for the first time. We believe that a combination of the innovative format, unique malty taste and brand strength will drive new consumers to the category in addition to providing something new and exciting for regular biscuit snackers.”
Maltesers Biscuits are available to purchase in 110g bars and more to share packets.
© FoodBev Media Ltd 2020