Celebrations and Maltesers will receive pound;4.5m in media investment during the Christmas build-up, designed to drive demand within the Christmas confectionery category. According to Masterfoods, 60% of Celebrations sales and 44% of Maltesers sales come at Christmas
New formatted Celebrations tins can now be stacked effectively on-shelf and Masterfoods’ advent calendars and Selection Boxes have low-fronted cases.
Masterfoods is also introducing the new gift Cube in Mars, Mars Delight and Galaxy Ripple. Aimed at an older market than Selection Boxes, Cubes can be used as top-up gifts or stocking fillers. The Cubes have an RRP of pound;2.49 and are designed to optimise space, as they can be merchandised sideways on-shelf if space is tight.
Masterfoods trade relations manager Andrea Taylor said: “We’re confident that Cubes will do for bars what Tubes did for Masterfoods’ bite-size chocolates in terms of driving the category.”
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