Mars Inc has launched what it claims is the “biggest UK innovation of the decade” with the roll out of Maltesers Teasers.

The bar, which puts the chocolate-coated honeycomb balls in a block format, will be available across UK stores from 26 March and is available in both single and ‘more to share’ formats.

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The launch is the first major new product to roll off the confectioner’s production line since it invest GBP6m (US$8.9m) in its research centre in autumn last year, it said.

“The launch of Maltesers Teasers is set to re-energise the block category and attract new customers who are looking for a treat or for sharing with friends and family,” said Mars Chocolate UK trade communications manager Bep Dhaliwal. “The Malteaster Bunny has been a huge success since we launched it, so we’re really excited to be bringing this new product to the range.”

The launch will be supported by a GB4m through-the-line campaign, including an advert to air in April.