M&S Takes on Maltesers with New Milk Chocolate Malt Balls
Marks & Spencer has once again stirred the confectionery world, this time by launching a direct competitor to the beloved Maltesers. The retailer's new Milk Chocolate Malt Balls, part of the Pick 'N' Marks range, feature a crunchy malt center encased in Belgian chocolate. This move follows M&S's recent success with products that shoppers have praised as rivals to Cadbury Mini Eggs, showcasing the brand's ambition to dominate the sweet treat market.
A Premium Recipe with a Hefty Price Tag
According to M&S, the development of these chocolate balls took over a year, with a focus on perfecting the recipe. Key ingredients include malted barley flour, Fairtrade cocoa, and cocoa butter, emphasizing a premium approach. However, this quality comes at a cost: priced at £2.50 for a 120g bag, the M&S version is more expensive than Maltesers, which retail at £1.75 for 93g at major supermarkets like Tesco and Aldi. For comparison, a 158g share pouch of Maltesers costs £2.85 at Tesco, highlighting the weight and size differences between the products.
Taste Test: Does Size Really Matter?
In a head-to-head comparison, the M&S chocolate balls immediately stand out with their larger size and glossy, deep-hued chocolate coating. The retailer has even embraced the hashtag #sizematters in promotional campaigns, cheekily highlighting this feature. But when it comes to taste, the experience diverges. The M&S balls offer a richer chocolate flavor due to a thicker coating, and the malt center is crispier, reminiscent of honeycomb or a Cadbury Crunchie bar. While delicious, they lack the light, dissolvable texture that makes Maltesers a classic—where each bite crackles and melts away without feeling overly substantial.
This difference in texture means the M&S version may not encourage the same addictive, 'can't-stop' eating habit associated with Maltesers. For many, the original treat's subtle sweetness and airy quality remain unbeatable, proving that in this case, bigger might not always be better.
What Else Is New at M&S Foodhalls?
Beyond the malt balls, M&S has introduced several other seasonal items. New Speckled Egg Brownies combine a fudgy triple chocolate base with white chocolate drizzle and speckled eggs. For Easter, a festive Colin the Caterpillar cake features bunny ears and decorations. The freezer section now includes chocolate-covered fruit options like raspberry, strawberry, and kiwi, tapping into the frozen fruit trend. Additionally, Dunked N' Loaded Doughnuts in flavors such as Strawberry & Matcha and Lemon Curd have arrived in bakeries, alongside tiramisu hot cross buns and filled Easter eggs priced at £18.
While M&S's Milk Chocolate Malt Balls are likely to appeal to shoppers seeking a premium alternative, Maltesers retain their iconic status for a reason. As the saying goes, if it ain't broke, don't fix it—but M&S continues to innovate, keeping the chocolate aisle exciting for food enthusiasts.
