A Bold Combination
Brand crossovers are now a permanent fixture of the UK confectionery aisle. Some are logical extensions, while others seem designed to generate discussion. A new design pairing Maltesers with Irn-Bru definitely falls into the second category. The mockup features the classic Maltesers pouch format, recoloured in the distinctive orange and blue of Scotland’s other national drink.
The flavour profile of Irn-Bru has been a closely guarded secret since 1901, with only a handful of people knowing the 32-ingredient recipe. Its taste is notoriously difficult to describe, often identified simply as ‘phenomenal’ or ‘girders’. Translating this unique, slightly bubblegum-citrus flavour into the malty, chocolate-covered honeycomb of a Malteser would be a significant technical challenge. The caption that accompanied the image was direct: ‘Irn-Bru Maltesers! Are we ready for this flavour?’
The Current Maltesers Lineup
Maltesers is no stranger to brand extension, though its innovations have historically stayed within a fairly conventional flavour space. The core product, the Milk Chocolate Honeycomb Bites Bag, is the anchor of a range that has expanded far beyond simple spheres. The brand now exists in multiple formats, from gift boxes like the Maltesers Truffles to seasonal novelties like the Christmas Reindeer treats, which come in multipacks, advent calendars, and mini treat bags.
The brand also has a strong presence in other categories. You can find Maltesers Cake Bars in the bakery aisle and, in the drinks section, both a Chocolate Milkshake and a jar of Instant Hot Chocolate. There are even Maltesers Chocolate Clusters and a White Chocolate variant in a box format. The portfolio is broad, but it has never before incorporated an external soft drink brand.
What the real range looks like
The current Maltesers range on UK shelves includes Truffles, Cake Bars, Chocolate Clusters, and a popular Chocolate Milkshake Drink. There are also seasonal Reindeer items and a White Chocolate version. A crossover with a carbonated drink like Irn-Bru would be a completely new direction, moving the brand away from its established chocolate, malt, and honeycomb flavour profiles.
- Maltesers White Box
- Maltesers Chocolate Clusters
- Maltesers Reindeer Multipack
- Maltesers Cake Bars Multipack
- Maltesers Chocolate Milkshake Drink
- Maltesers Instant Hot Chocolate Jar
- Maltesers Truffles Assorted Advent Calendar
- Maltesers Reindeer Chocolate Christmas Treat
- Maltesers Reindeer Chocolate Christmas Advent Calendar
- Maltesers Reindeer Chocolate Christmas Mini Treats Bag
Frequently asked questions
- What flavour is Irn-Bru?
- The exact recipe for Irn-Bru is a secret known by only a few people at A.G. Barr. It is often described by drinkers as a unique fruity flavour, with notes of citrus and bubblegum.
- Do Maltesers make other drink-themed products?
- Yes, Maltesers currently produces its own branded Chocolate Milkshake Drink and an Instant Hot Chocolate. This concept, however, would be the first time it has partnered with an entirely separate soft drink company.
- Are Irn-Bru Maltesers a real product?
- No, this is a Snackfish. The image is a mockup created by the online design page UK Snack Attack. It is a fictional concept and is not available to buy anywhere.
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You have been Snackfished!
Snackfish :
[sn-a-ck-fish] verb
A snack that lies about its legitimacy as an official product online for internet clout and attention. Most commonly fabricated in Adobe Photoshop or using the unofficial Snackfish AI