Mars confirms comeback of beloved chocolate treat that was axed 11 years ago - due to 'popular demand'
A popular sweet treat that was axed 11 years ago is now back on supermarket shelves across the UK - and Britons are over the moon.
Chocolate fans couldn't believe their eyes when they started coming across White Maltesers, which were discontinued due to low sales in 2014, in the shops.
And now Mars Wrigley has confirmed that they officially in production again due to 'popular demand'.
'Consumers absolutely love Maltesers white chocolate and have been clamouring for us to bring it back. I'm happy to confirm that we are now finally going to do just that,' the brand's senior manager, Clare Moulder told Talking Retail.
'White chocolate is a growing trend and as the number two favourite chocolate brand in the UK, we are perfectly placed to answer this demand.
'We also know that white chocolate versions of favourite brands appeal to the under 35 demographic, so this launch is set to bring existing as well as new consumers to confectionery aisles.'
While the confirmed comeback date is June 16, with Mars Wrigley promising 'a variety of formats nationwide and roll out across independent channel via wholesale', some have already spotted the sweet treat at their local grocer's.
Taking to X, many shoppers couldn't hold their excitement back.
'No one is more happy for white Maltesers to come back than me,' one celebrated.
'White chocolate Maltesers back in five days OHHHHHH YESSS,' another penned.
Another simply offered: 'Can't believe white Maltesers are back.'
Elsewhere, many claimed they had spotted the revered snack at Morrison's.
The comeback is sure to delight sweet-tooths across the nation, who were long calling for White Maltesers to be put back in circulation.
They were launched in 2003 but stopped being made in 2014 with the manufacturer - Mars Wrigley citing low sales.
While the confirmed comeback date is June 16, with Mars Wrigley promising 'a variety of formats nationwide and roll out across independent channel via wholesale', some have already spotted the sweet treat at their local grocer's. Taking to X, many shoppers couldn't hold their excitement back
However, many lamented the loss of the product, and a petition was launched in 2017, calling for its return, with a number of X users writing about their love of the white chocolate treat.
One said: 'White chocolate Maltesers were the best thing I've ever had and I need them back.'
Another added: 'Like Maltesers white chocolate that was sooo good as well.'
A third simply asked: 'Why did they discontinue white ?'
Influencer @johns_snackreviews was speculating on their return in May.
In a post on Instagram, he wrote: 'White Maltesers are BACK!!!! Coming soon to the UK!
'After being discontinued from 2014, they're back after huge public demand. Expected mid June - start of July release.
'NB: dates might not be 100% accurate. Unsure which shop will have them first, but they'll be in all shops eventually.'
Instagram users reacted with delight to a post announcing that the sweet treat is set to make a comeback months ago
People took to the comments section of the post to share their delight about the news.
One fan of the product wrote: 'NO WAY. These were me favourite back in day I was only taking about them the other day as well. Will definitely be stocking up on these.'
Another added: 'This better be real. I've wanted these bad boys to make a comeback for so long!! Remember when they used to do the buckets of them!!'
And a third wrote: 'NO!!!! Please don't let this be a tease!! Omg!!!!!! John I could kiss you!!'
'My favourite,' another said.
While a further Instagram user wrote: 'OMG YESSS FINALLY!!!'
Another added: 'Should never have even been discontinued. Hope they still taste the same.'
'This is exciting,' said a sweet-toothed fan of the snack.
And a further user described it as 'a rare win for the UK'.
Speaking recently to Sky News, when asked about whether white chocolate Maltesers will be making a comeback, a Mars Wrigley UK spokesperson hinted that a return could be on the cards.
They said: 'We're always listening to the fans of our chocolate and fruity treats, which is why we're constantly innovating our ranges.
'Whilst White Chocolate Maltesers aren't currently on shelves, we're pleased to offer many delicious alternatives such as M&M's, and of course, our original Maltesers.
'We've always got an ear to the ground and recognise the enduring love for old favourites, so stay tuned for some epic comebacks that could be happening soon… Watch this space!'
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