The re-launch is based on a new recipe offering improved taste, with increased use of Maltesers® chocolate, but which has 20% less fat and only 99 calories per serving. The combination of greater health benefits and a fuller flavour ensures an enhanced market position with broad appeal across full and low calorie drink sectors.

An eye-catching pack design was a crucial element of the re-launch. Although the brand’s existing ball design has proved extremely successful with consumers, there was a distinct need to enhance the functionality of the pack with improved opening and stackability properties. At the same time, as Richard Cooper, Brand Manager at Aimia Foods, explains, “it was important to communicate the healthier profile of the drink whilst maintaining the Maltesers® brand values of being round, red and fun.”

Aimia Foods has worked with RPC Raunds for several years across a range of packaging solutions - including the new 300g design for Galaxy Hot Chocolate - and recognised that the site offered the most effective and dynamic solution for the branded range.

The custom moulded jar develops the familiar Maltesers® bubble motif into a taller design that provides an impressive visual appearance and improved value for money for consumers. The 300g jars are blow moulded in natural HDPE, and shrink sleeved with a vibrant red design that includes prominent calorie and new Guideline Daily Amount (GDA) information.

“The new pack design is instantly identifiable as Maltesers® but clearly informs of the changes to the drink,” comments Richard Cooper. “RPC Raunds’ input into the re-launch has been invaluable in promoting Maltesers® Hot Chocolate on shelf.”