Mars adds orange flavour to Maltesers Bunny in time for Easter

The variant will be available in time for Easter 2021 and will retail at 61p.

Mars said the self-eat category plays an important role in consumers’ Easter rituals, whether that be a “delicious treat at the beginning of the season, through to Easter egg hunts”.

It said the launch will deliver a new and exiting product to help grow the category further and tap into the shopper’s mission.

The flavour category is “growing at a whopping 20% in the last two years”.

Kerry Cavanaugh, marketing director at Mars Wrigley UK, said: “We know that the flavour orange is a distinctly British taste that has seen a huge zesty makeover in recent years.

“While we often see the orange trend boom during the holiday season, we know that consumers love the flavour all year round which is why we’re ensuring the ‘choc-work’ continues into the new year and beyond.

“In what has been a challenging year for retailers, we know this exciting NPD will bring a new zest for life into sales and get consumers excited about the category once again.”