Mars Wrigley has brought back white chocolate Maltesers after more than a decade’s absence, following “significant consumer demand”.
The treats first hit shelves as a limited-edition launch in 2003 and were brought back as a permanent addition to the range in 2004.
They remained part of the core Maltesers portfolio for a decade, until they were discontinued by Mars Wrigley in 2014.
For the past 11 years, fans had been “demanding” their return with multiple petitions in favour of the cause appearing online, according to Mars Wrigley.
They will return to major retailers and convenience stores on 16 June, available in a 30g pack, 74g pouch and 125g “more to share” pouch.
They catered to the rising popularity of white chocolate, while also tapping shoppers’ “desire for nostalgic products”, said Mars Wrigley.
“Consumers absolutely love Maltesers White Chocolate and have been clamouring for us to bring it back,” claimed Maltesers senior brand manager Clare Moulder.
As white chocolate was “a growing trend” that appealed to “the under-35 demographic”, the launch was set to “bring existing as well as new consumers to confectionery aisles”, Moulder added.
It comes as other chocolate brands are innovating to tap shoppers’ growing appetite for white chocolate.
Cadbury last week unveiled a white chocolate-dipped spin-off for Twirl. This came after the Hershey Company launched Reese’s Peanut Butter White Bar into Spar in February.
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