The new Mint Maltesers Buttons have been unveiled by Mars Wrigley UK as an upcoming sweet option that will make the product range appealing to Millennial consumers. The treat is hoped to tap into the "big night in" trend, which includes consumers purchasing their favorite food varieties for enjoyment at home alone, with friends or a partner while watching TV or playing board games. The product will launch March 9 and will be supported by an expansive marketing campaign that includes social media investment as well as out-of-home advertising.
Maltesers Senior Brand Manger Laura Boothroyd spoke on the new Mint Maltesers Buttons saying, "Over the past three years we’ve seen the great success of Maltesers Buttons, with over five million households purchasing Buttons, and over two million then repeat purchasing. However, we also know that regular innovation is important to shoppers who are buying confectionery to share at home, with research showing that two-thirds of millennials purchased a new product on their last grocery trip."