Mars is launching a limited edition “rabbit-shaped Malteser” for Easter. It is understood to be the first time it has extended beyond the brand’s core bite-sized range.
The Maltesers Bunny, which sources say is about three inches high, will be filled with honeycombe pieces and cream.
It will be a single-serve treat, positioned against the plethora of chocolate egg products launched for Easter.
One insider described the product as “really novel” and welcomed the extension under the Maltesers brand. It will be supported with a marketing campaign, expected to focus on in-store work and press and outdoor ads.
The brand has previously only been extended into drinks with the launch of Maltesers’ Super Thick Shake, which was introduced last year. The drink comes with a mini bag of Maltesers in the lid, which can float in the drink. There are also Twix and M&M variants. It is understood to be one of a number of new launches from Mars over the year. It is also expected to launch Mars Fling after delaying it last year (MW May 28).