The Maltesers Bunny Orange Adds a Refreshing Kick to the Product
Michael Hemsworth — October 24, 2020 — Marketing
References: mars & talkingretail
The Maltesers Bunny Orange has been unveiled by Mars Wrigley UK as part of its Easter range for 2021 that will offer consumers a way to switch up their traditions a bit and enjoy a refreshingly citrusy treat.
The zesty product comes in the form of a friendly chocolate bunny that is paired with orange flavor in the mix to help satisfy consumers with a penchant for citrusy confections. The treat will be priced at 61p and is focused on offering a treat to kick off the season as well as a product for use in Easter egg hunts.
Marketing Director at Mars Wrigley UK Kerry Cavanaugh explained the inspiration behind the Maltesers Bunny Orange further saying, "We know that the flavor orange is a distinctly British taste that has seen a huge zesty makeover in recent years. While we often see the orange trend boom during the holiday season, we know that consumers love the flavor all year round which is why we’re ensuring the ‘choc-work’ continues into the new year and beyond. In what has been a challenging year for retailers, we know this exciting NPD will bring a new zest for life into sales and get consumers excited about the category once again.”
The zesty product comes in the form of a friendly chocolate bunny that is paired with orange flavor in the mix to help satisfy consumers with a penchant for citrusy confections. The treat will be priced at 61p and is focused on offering a treat to kick off the season as well as a product for use in Easter egg hunts.
Marketing Director at Mars Wrigley UK Kerry Cavanaugh explained the inspiration behind the Maltesers Bunny Orange further saying, "We know that the flavor orange is a distinctly British taste that has seen a huge zesty makeover in recent years. While we often see the orange trend boom during the holiday season, we know that consumers love the flavor all year round which is why we’re ensuring the ‘choc-work’ continues into the new year and beyond. In what has been a challenging year for retailers, we know this exciting NPD will bring a new zest for life into sales and get consumers excited about the category once again.”
Trend Themes
1. Citrus-flavored Chocolate - Incorporating citrus flavor into chocolate products presents an opportunity to attract consumers looking for unique and refreshing sweet treats.
2. Holiday-themed Confections - Developing limited-edition treats specifically for holidays can entice consumers who are looking to try something new during the festive season.
3. Novelty-shaped Chocolate - Creating chocolate products in fun, quirky shapes can appeal to consumers looking for a playful and enjoyable snack experience.
Industry Implications
1. Chocolate Manufacturing - Companies in the chocolate manufacturing industry can explore incorporating unique flavors and shapes into their existing product lines to attract new customers and retain pre-existing ones.
2. Holiday Retail - Retailers can benefit from partnering with chocolate manufacturers to offer limited-edition holiday treats, as they create a sense of excitement and can boost sales during the festive season.
3. Confectionery Marketing - Marketing firms specializing in confectionery can identify and leverage popular flavor trends, such as citrus, to create successful marketing campaigns and promote new product releases.
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