Maltesers is partnering with Red Nose Day for a new campaign, which will raise £1m for Comic Relief.
The 'bake a million' campaign will be promoted on Maltesers singles, pouches and Maltesers Teasers single bars with the strapline: ‘you bake, we donate £1m’.
Maltesers is encouraging shoppers to bake with the product and upload pictures of their creations to social media.
Bep Dhaliwal, trade communications manager, for Mars Chocolate, said: “We know that 50% of households bake and we have seen Maltesers usage in baking double in the past year.”
The activity marks the fourth time that the brand has partnered with Comic Relief. It follows the brand’s ‘bake yourselves silly’ campaign in 2015, which donated £1.3m to the cause.