Maltesers cake bars available to One Stop

The cake bar is available now to One Stop stores and consists of a malt-flavoured sponge, topped with a malt cream containing Maltesers pieces.

The brand said the cake bar category has grown 14% over the past two years and has a household penetration of more than nine million.

The traditional cake shopper “tends to be aged 50 and over”, and the brand believes that the strength and appeal of the Maltesers brand will attract younger consumers to the category.

Michelle Frost, general manager at Mars Chocolate Drinks & Treats, said: “The eye-catching packaging leaves shoppers in no doubt that these cakes bars are a delicious new way for Maltesers fans to enjoy their favourite confectionery brand.

“The brand’s launch into the biscuit category, a year ago, has proven highly successful and we believe that the same will be said for the new Maltesers Cake Bars.”