Masterfoods to sell white Maltesers

Masterfoods is moving into the white chocolate market for the first time with the launch of white chocolate Maltesers, in an attempt to counter the imminent arrival of Nestlé Rowntree’s Kit Kat Kubes in the bite-size market.

White chocolate Maltesers will be launched in September and will be in stores for the winter season.

Maltesers are aimed at the young adult market and have been positioned as a brand that is “ideal for sharing”, with an emphasis on being a “light” chocolate, which has traditionally made them more attractive to women. The white chocolate variant will strengthen the trend of taking white chocolate out of the children’s market. It follows last year’s launches of Cadbury’s Dream, a white chocolate bar, and Nestlé’s Milky Bar Munchies.

An industry insider says the launch is part of a plan to increase brand awareness of Maltesers as the market leader in bite-size products. A heavyweight marketing campaign is expected to support the launch.

The company invests heavily in advertising the brand and spent £6.5m on it last year. Last summer, it moved the creative advertising account out of D’Arcy and into Abbott Mead Vickers.BBDO.

In March last year, Masterfoods launched Maltesers Ice Cream, which is available as three balls of vanilla ice cream on a stick, filled with chunks of Maltesers and coated in chocolate.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here