Mars to bring Maltesers to the US & Canada

Mars plans to roll out snacking chocolate brand Maltesers to US and Canada.  Photo: Mars

Mars will launch chocolate snacking brand Maltesers in North America for the first time.

Mars Canada last week announced a $70m expansion of its chocolate manufacturing factory in Newmarket, Ontario for Maltesers production.

Creating new jobs and using new technologies

The Newmarket factory currently manufactures Milky Way and 3 Musketeers brands in addition to the 60,00-square-foot extended space that is responsible for manufacturing Maltesers, according to the company. The product will be sold across Canada and the US.

Mars said the expansion will also create up to 30 new “full-time, highly-skilled” jobs, as well as serving as a “key pillar of growth” for its chocolate business in Canada. The facility will employ up to 150 associates in total.

“In order to meet the vast demand of US retailers and consumers, we are utilizing new technologies to create the scale of production and distribution needed to serve this growing market,” Mars added.

The company also showcased its Maltesers brand at the recent State of the Industry Conference in Miami, Florida, during which Forrest Mars Jr., an heir to Mars who passed away last year, received the Lifetime Achievement Award given by the National Confectioners Association.

Chocolate candy snacks struggle in the US

Chocolate candy snack has become the slowest growing segment within the overall chocolate category, recent IRI data shows.

The data that includes total US multi-outlets with c-stores for the latest 52 weeks ending Oct 2, 2016, indicated that the snacking chocolate market was worth over $1bn in terms of dollar sales, yet it registered a 6.25% decline compared to last year.

Mars’ chocolate snack brands posted total dollar sales of about $429m during the same period, declining by 4.31%, the data showed. The company’s rival, Nestlé, experienced a 26.11% dollar sales decline in the category.

The only major chocolate snack brand that had strong growth was Boyer Candy Company despite a much smaller market share compared to other major companies, according to IRI.

Boyer posted total dollar sales of only $530,381 during the period, yet it showed the highest growth rate of 20.90% within the segment among the bestselling brands.

Twix stands out among Mars brands

Milky Way and 3 Musketeers, both manufactured at Mars’ Canadian facility, showed large dollar sales declines, according to the same IRI data sheet.

Milky Way’s chocolate bars posted total dollar sales of about $59m, a 16.04% decline versus the previous period, while 3 Musketeers’ dollar sales were worth around $40m, representing an 11.82% decline, the data showed.

The only Mars’ chocolate snack brand that grew during the period was Twix, with dollar sales of nearly $63m, up 8.15% compared to last year.

Smaller pack size for North America

This site previously reported Mars shrank the pack size of Maltesers from 121 g to 103 g (3.6oz) without changing the price of the product in the UK due to the rising cost of raw materials.

Maltesers peg bags in the US weigh 3.52 oz (99.7 g), according to a release from Mars, smaller than the current UK version.

Meanwhile, the peg bag size in Canada is labeled 100 g (3.53 oz), around the same weight of the US version yet lighter than the UK one, according to Mars Canada’s spokesperson, Leslie Brams-Baker.

Related News

Mars to add 250 US staff in $70m capacity upgrade. Photo: Mars

Mars to invest $70m to up American M&M’s and goodnessknows production

Photo: iStock/AND-ONE

A year of chocolate: Mintel’s new product launches database reveals American sweet-tooth trends

Photo: Mars

Mars pledges to use 100% high-oleic peanuts in M&Ms, Munch Bar, by end of 2017

Photo: ConnieTBallash/iStock

What will make consumers today splurge? IRI’s survey says nutrition, eco-friendliness

Spicy-flavored Skittles and Extra  chewy mints will be both available by December 2017.

Mars-Wrigley taps sweet heat trend for Skittles and Starburst

Ethel M follows the same food and labeling regulations that Mars uses.

Mars-owned Ethel M seeking US national distribution with Amazon and mass retailers

The St. Lawrence Market south building in Toronto, taken in 2015. Photo: iStock/Andres Garcia Martin

Amid Canada’s food price inflation, center of store opportunities lie in premium and private label brands

Mars will bring three M&M's seasonal flavors back to the US market along with Boo-tterscotch this year.

Mars adds Boo-tterscotch M&M's to Halloween lineup

Protein bars launched to meet growing consumer demand in UK, says Mars

Mars taps ‘mainstream’ trend with protein chocolate launches

Forrest E. Mars began his company career as financial staff officer for M&M’s Candies in 1959 ©iStock/urbanbuzz

Candy billionaire Forrest E. Mars dies

Wrigley investment signals a 'milestone'  for Mars’ presence in Russia, says the company

Mars to invest $9m in Wrigley Russia plant

Mars fully owns Wrigley after purchasing minority stake from Berkshire Hathaway.

Mars warns of possible job cuts after merging chocolate division and Wrigley

In the past five years, Mars has invested $1 billion in U.S. factories and operations, creating more than 1,000 jobs.

Mars opens new Skittles production line at Yorkville Wrigley factory

Mars looks to scale up cocoa research at larger plantation. Photo: Mars

Mars buys Ecuadorian cocoa farm for scientific research

Mars' M&M's brand has a strong military heritage and was created in wartime for US troops. Photo: Mars

Untold war stories: Mars and M&M’s military history

Combined chocolate and Wrigley business should seize on snackfections category amid continued troubles in chewing gum, say analysts.  Photo: Mars

Mars Wrigley Confectionery to be ‘lean and mean’ in resurgent global market

Mars developed a new technology to prevent the new M&M's Caramel from being smushed.  Photo: Mars

Mars debuts caramel-filled M&M's produced by new technology

Mars is evaluating materials through a life-cycle assessment

Mars restates sustainability pledge after missing packaging target in 2015

Mars said the production cost rise has caused it to shrink the size of Maltesers' packs.

Mars admits shrinking Maltesers and Galaxy Counters packs was ‘difficult decision’

Mars' M&M's infringes Mondelēz's trademark for Marabou M, rules Stockholm Court of Appeal

Mars may be banned from selling M&M’s in Sweden

Mars and Wrigley said this will be the  third consecutive year both Snickers and Skittles have advertised during the Super Bowl.  Photo: Mars and Wrigley

Mars Wrigley seizes seasonal sales with Super Bowl commercials

Mars recently invested $100m in expanding its Topeka, Kansas factory to product M&M's caramel.  Photo: Mars

Mars invests $900m in US supply chain with sustainability its priority

This is the Jewel-Osco test of the optimized queue, as part of their work with Wrigley’s Transaction Zone Vision program.  Photo: Mars

Wrigley and Mars to release new transaction zone insights in 2017

Counterfeit Western chocolate brands such as Ferrero Rocher seized by Chinese police. ©iStock/Authenticcreation

Fake Ferrero and Mars chocolate seized in China

Related Products

See more related products

Comments (2)

Richard - 19 Apr 2017 | 03:47

Walgreens

Two for a dollar Walgeens

19-Apr-2017 at 03:47 GMT

Rosie Alexander - 16 Mar 2017 | 08:19

Maltesers

When will they be available? Myself and a couple of other British expats must have emptied the promotional bins when they were sold in our local MiniMart. We couldn't it when we walked in and saw them. This made me very happy for days....One of my picked up 70 packs in one day!!!!

16-Mar-2017 at 20:19 GMT

Submit a comment

Your comment has been saved

Post a comment

Please note that any information that you supply is protected by our Privacy and Cookie Policy. Access to all documents and request for further information are available to all users at no costs, In order to provide you with this free service, William Reed Business Media SAS does share your information with companies that have content on this site. When you access a document or request further information from this site, your information maybe shared with the owners of that document or information.