Mars Chocolate Drinks & Treats (MCD&T) has launched Maltesers Vegan Instant hot drink.
The launch coincides with this year’s Veganuary, and comes as the value of instant vegan hot chocolate has tripled in the past year as more people pursue vegan or flexitarian diets.
Maltesers Vegan Instant is available in a 250g jar which contains 10 servings at an RRP of £2.99. It is launching initially in Aldi, with wider wholesale and convenience availability expected later in the year.
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Michelle Frost, general manager at MCD&T, said: “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.”
Toni Vernelli, international head of comms & marketing at Veganuary, added: “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.”
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