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Since production of its signature airy bubbles first began more than 70 years ago, has established itself as a firm national favourite with many brand extensions now added to the range. Amongst a nation of lovers it continues to trade on its unrivalled reputation as ‘the lighter way to enjoy chocolate’.

In total consumers spend around £150 million a year on the Maltesers brand. As part of Snackfood UK, the brand is ultimately part of Mars Incorporated, which employs 39,000 people in more than 65 countries. Its products are now consumed in more than 100 countries, with global annual sales topping US$18 billion, reflecting a growth of 8.5 per cent year- on-year.

Product Milk chocolate Maltesers come in three main formats – single, box and pouch. The pouch was launched in 2005, in direct response to the growing trend for sharing that continues to drive the bitesize market. All of the products contain the characteristic bubbly centre made famous by the brand and, in line Market Achievements with the strong brand tradition, are still made The UK confectionery market is valued at After more than 70 years Maltesers is still in the same factory in Slough as they always £4.7 billion (Source: IRI Infoscan December achieving strong growth and penetration have been. 2007) and is currently experiencing a across the UK confectionery market. Despite The brand also offers a wide range of significant period of growth – up 5.2 per cent increased competition within the lighter products to meet the growing diversity of year-on-year. Within this market the bitesize chocolate category the brand has retained consumer needs; funsize packs, multi-packs category is now worth around £464 million its leading position as the UK’s bestselling and a seasonal selection that includes Easter and is demonstrating a faster rate of growth product across a range of sectors: bitesize, eggs, stocking fillers, advent calendars and, than the sector as a whole, currently up single, pouch and the informal box treat. new for 2008, a box designed especially for 13 per cent year-on-year. Within the lucrative bitesize category Maltesers, which sits alongside brands such as Revels, M&M’S and Aero Bubbles, is valued at £100 million, accounting for over 20 per cent of the market share. The brand is also a major player in the boxed category of the confectionery market, currently worth £700 million (up two per cent year-on-year) of which it accounts for £32 million. 1936 1943 1959 1985 Maltesers are first The product is The first TV The larger Maltesers made in the UK. temporarily advertisement for gift box is introduced discontinued due Maltesers hits the for the first time. to the war and screen, in black and production isn’t white, advertising resumed until 1951. ‘ with a less fattening centre’.

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Christmas. Other product extensions include Promotion Brand Values White Maltesers, Maltesers ice cream, In terms of product promotion, Maltesers Maltesers has always been associated with Maltesers hot chocolate and Maltesers frothy and lightness have always gone hand-in- a light, playful treat and at its heart is about cold milk drink. hand. Since the brand’s first television light-hearted fun and spontaneous, shared advertisements in the 1960s the product has moments. The Maltesers target audience Recent Developments been used to demonstrate lightness, either is 25-45 year-old women who love the idea Maltesers has always had a strong in a literal way by playing, rolling or floating of a little treat, whenever the mood takes association with film; many people are real Maltesers across the screen, or in a them – real women who live in the real familiar with the sound of Maltesers rolling metaphorical sense through adopting a light- world. A ‘Maltesers girl’ should enjoy the around in the box at the cinema. To build hearted tone of voice. little pleasures in life; like the product, she’s upon this the brand recently launched the However, recent years have seen other described as warm and bubbly with a playful Pouch Collector promotion, in collaboration brands trying to encroach on the lightness sense of humour. with fellow Mars brands Revels, Minstrels territory that has long been associated with and M&M’S, that enables customers to Maltesers. This increase in competition has www.maltesers.co.uk collect tokens for free cinema tickets. come, not only from the chocolate and Summer 2008 sees Maltesers capitalise confectionery sector but also from other on its film heritage further with the leading categories such as light snacks and sponsorship of the new blockbuster film cereal bars. In response, Maltesers has given Mamma Mia. The tie-in sees thousands its long-standing ‘lightness’ positioning a of prize-winning promotional packs in-store new, updated edge. and a new television advert from the Equipped with the fact that Maltesers ‘Naughty’ campaign showing high-spirited have less than 190 calories per 37g bag, holiday jinx. the brand’s ongoing Naughty campaign delivers its message with sharp, contemporary humour, updating the playful brand personality for a modern, savvy and predominantly female audience. This simple strategy offers a modern slant on the lightness positioning of the brand Things you didn’t know about and drives its creative message: ‘Maltesers Maltesers are so light, you’ll need new ways to be naughty’. It was back in 1936 that Forrest E Mars The new campaign lent itself well to the first came up with the concept of the concept of ITV’s popular lunchtime show light and airy bubbles known to this day Loose Women and so the brand became its as Maltesers. leading sponsor. The development of some Naughty idents – for example showing a In 2007 more than 10 billion Malteser mum brightening up her daily routine by balls were made in Slough – enough to shaking up her husband’s can of drink before go around the world over 3.7 times. giving it to him – aims to provide a light- hearted distraction to busy women in the A number of top celebrity chefs have middle of their day, while targeting Maltesers’ admitted to having their own favourite main audience. Maltesers recipe.

There are lots of theories as to how 1993 2002 2006 2007 the perfect roundness of Maltesers is The brand’s Maltesers ice cream The ‘Naughty’ 190 Maltesers sees its created, but to date it remains a closely renowned ballerina launches with White calories campaign highest rate of sale in guarded trade secret. advertisement – Maltesers launching is launched. over two years, and ‘Chocolate before the following year. sponsorship of the On average, two individual bags of the performance? daytime television No Maltesers’ – is programme, Loose Maltesers are sold every second in launched. Women, begins. the UK.

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