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Maltesers Orange Buttons

Mars is hoping to tap the chocolate orange trend with a “zesty” Maltesers NPD.

Launching into grocery this week, Maltesers Orange Buttons will be available in four pack formats: singles, treat bags, share pouches and “more to share” pouches (rsp: 69p-£2.79/32g-189g).

Since launching in 2018, Maltesers Buttons had “taken the nation by storm” with 68 million packs already sold, said Mars.

“I know that citrus-crazed Brits will love our brilliant new orange flavour”, said Maltesers brand director Leah Dyckes.

The NPD is the latest in a recent flurry of chocolate orange launches from snacking and confectionery brands.

In June, Butterkist launched its Crunchy Chocolate Orange Flavour Toffee NPD, which it said bridged the gap between popcorn and confectionery and would “target more consumer occasions”.

Last year, Mondelez debuted its Cadbury Dairy Milk Orange Giant Buttons and Orange Chocolate Fingers.

In September, Mondelez also brought back its limited-edition Cadbury Twirl Orange following its sell-out success in 2019.

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