Mars Inc is rolling out its Maltesers chocolate brand in the US. 

The company said the UK’s “number one” bite-sized chocolate brand, which was available in US cinemas from last month, will be launched in retailers throughout the country in January next year. Maltesers will be available in convenience, drug, grocery, mass and value channels, Mars said. 

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

The Maltesers brand will be available in five different sizes, ranging from 1.3 ounce singles to a 31 ounce “party tub”. The suggested retail price ranges from US$1.09 for singles to $9.99 for the largest tub variety. The products are kosher certified, Mars noted. 

Marketing support for the Maltesers launch will include digital and social media, e-coupons, sampling and in-store displays.

Earlier this month, Mars moved to unify its global chocolate and Wrigley operations into one business after buying out Warren Buffett from his investment in the chewing gum maker.

Buffett took a minority stake in Wrigley when his Berkshire Hathaway investment fund helped fund Mars’ takeover of the Orbit gum firm in 2008. The stake was preferred equity on which Berkshire Hathaway was paid an annual dividend.

Mars ran its non-chocolate brands through Wrigley but said on 6 October its purchase of Buffett’s stake would create a new division – Mars Wrigley Confectionery.