Masterfoods may phase out bite-size packs

Masterfoods may stop producing 100g grab bags of its bite-size products, such as Maltesers. It is understood to be one of a number of plans aimed at reinvigorating the sharing range.

The move would see the company’s full portfolio of sharing bite-size packs moved into “pouch” packaging. Masterfoods has been repackaging brands such as Maltesers, M&Ms, Revels and Minstrels over the past two years.

Industry insiders say that the move is in line with industry trends of axing smaller sharing products, which are usually around 100g, to introduce larger versions. One industry source says that it is a way of increasing the average price of sharing products.

It is understood that Masterfoods is also considering a relaunch of its smaller 37g bag into a pouch format and may update the imagery used across the range.

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