Mars Chocolate Drinks & Treats has launched Maltesers Vegan Instant hot drink, allowing consumers to simply add hot water to enjoy a chocolatey drink taste with a hint of malt.
The value of instant vegan hot chocolate has trebled over the last year as more people are seeking plant-based options as part of a vegan or flexitarian diet.1
Michelle Frost, general manager at Mars Chocolate Drinks & Treats, says: “After the success of Galaxy Vegan, we anticipate the launch of Maltesers Vegan will be a successful addition to our hot drinks range.
“We aim to ensure that everyone can enjoy the iconic flavours of our renowned confectionery brands in different forms and formats. With the growing number of consumers seeking vegan products, the launch of Maltesers Vegan was a natural range extension.”
This launch has come just in time for the start of Veganuary 2023, which is celebrating ten years and more than 2m pledges.
International Head of Comms & Marketing at Veganuary, Toni Vernelli, says: “We’re thrilled that Mars is launching a vegan Maltesers hot drink this January. While most past Veganuary participants tell us that eating vegan was actually much easier than they expected, milky chocolate is one of the items they report missing most. So, this news will make it even easier for people who want to help the planet to try vegan this January.”
Maltesers Vegan Instant hot drink is registered with the Vegan Society.
Maltesers Vegan is available initially at Aldi with wider grocery distribution and availability to purchase through wholesale and convenience channels expected later in the year.
Maltesers Vegan comes in a 250g jar that contains ten servings and has an RRP of £2.99.
1 Kantar data to 22nd October 2022 (Food Beverages).