Mars looks set to launch a Maltesers spin-off called Malts.
It has registered the brand name as a trademark with the Intellectual Property Office under class 30, covering confectionery, candy and chocolate.
The Grocer has approached Mars for comment.
Mars has been steadily extending its Maltesers brand into new formats over recent months.
In July, it launched Maltesers Orange Buttons into grocery in four pack formats: singles, treat bags, share pouches and “more to share” pouches.
The move followed the 2018 launch of original Maltesers Buttons, which had “taken the nation by storm”, said Mars.
Ahead of Easter, it made three new festive additions to its Maltesers range: an Orange Bunny, White Mini Bunnies and an Easter Hunt Mix, which contained a selection of 17 treats.
In January 2020, the brand made its debut in the biscuit aisle in a tie-up with Burton’s Biscuit Company.
At the time, Mars Chocolate Drinks & Treats general manager Michelle Frost said the “combination of the innovative format, unique malty taste and the popularity of the brand” would “drive new customers into the category”, as well as providing something new for regular biscuit fans.
The brand added £2.9m to its value over the past year, rising 1.7% to £181.7m – though its volumes were down 2.2% [NielsenIQ 52 w/e 17 July 2021].
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