Mars Wrigley is bringing two new Easter impulse lines to the convenience channel this season through its Maltesers and Galaxy brands.
Maltesers White Mini Bunnies pouches (rrp £1.29), which were launched in Tesco last year, will be making their convenience debut, and Maltesers Orange Bunny will be back for 2022.
Maltesers Bunny value sales grew by an impressive 53.6%, driven by sales of the classics as well as NPD in the category.[NielsenIQ Scantrack | Easter: data to w.e.03.04.21].
Also new to the shelves will be Mars Wrigley UK’s Galaxy Creamy Truffle Mini Eggs (rrp £1.19). The foil-wrapped indulgent eggs are targeted at older consumers seeking luxurious treats.
What’s more, the national campaign is returning this season, offering shoppers the chance to ‘find the bunny and win the money” - with a chance to win £25,000. This impactful campaign helps drive foot traffic to the shops and in turn drives sales, claims the company.
Galaxy Enchanted Eggs and Galaxy Caramel Mini Eggs are also back for another year.
This year will see the return of the Maltesers Truffles Luxury Egg, which was a top 10 NPD for 2019, alongside the Galaxy Truffles Luxury Egg, both of which will be available at an rrp of £11.99.
2022 will also see the return of Mars Wrigley’s most popular large egg – the Galaxy Enchanted Large Egg (rrp £5.29), which includes bags of rose gold mini eggs.
The Mars Wrigley 2022 gifting range will also see continued packaging reduction, as part of the business’s wider sustainability commitments. Mars Wrigley will reduce plastic by 95% on Maltesers and Galaxy Luxury truffles eggs.
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