You’ve been eating Maltesers all wrong. As Maltesers White Chocolate makes its long-awaited arrival to supermarket shelves, experts have finally revealed the right way to enjoy the iconic chocolate treat – and it’s even backed by science.
Promising to unlock the ultimate taste experience, the team at Maltesers claim the family favourite should be eaten by popping the ball in whole, before crunching down completely to provide the ultimate pairing of crunchy malt and creamy white chocolate at the same time.
On average, Brits believe the whole process should last approximately 22 seconds per ball, enough time to savour the sweet, white chocolate taste and allow the right ratio of melting for its crunchy malt centre.
According to the experts, it’s this approach that will cover the largest surface area of the taste palette and provide a multi-sensory experience, stimulating both taste receptors and auditory senses through the distribution of flavour and sound of the crunch.
The best time to enjoy the treat, according to the nation, is between 7-9pm, (22%), where Brits are most likely enjoying them in front of the TV (57%) or as an after dinner treat (20%). And while over half (53%) insist room temperature is best, a third (31%) prefer them chilled straight from the fridge.
Megan Rushman, Associate Product Development Scientist from Maltesers reveals why:
“While the malt interior is undeniably tasty, it actually serves a clever purpose – it helps break down the chocolate, preventing that sticky, hard-to-clean feeling you get on the roof of your mouth from a solid piece of chocolate. It’s the unique texture and balance between the chocolate and the malt centre that makes the sweet treat so iconic and loved by so many and that’s no different when it comes to the launch of the new Maltesers White Chocolate.”
But a study of 2,000 adults found, those that go against ‘official guidance’ by sucking the ball do so because they like how the malt dissolves in their mouth (27%) or they want to prolong the experience (23%).
While those who use ‘The Nibble and Chew’ method prefer it because either it gives them two flavour hits (28%) or they simply want to take their time with the treat (27%).
And it seems superfans will even take taste into their own hands, with viral TikTok trends seeing Brits attempt to make their own Maltesers®️ White Chocolate treat by submerging the snack in milk before tucking in.
According to the research, there are four main methods to eat Maltesers White Chocolate:
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The official method – popping one in your mouth and crunching down completely for the ultimate pairing of malt and chocolate
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The nibble and chew – meticulously nibbling off the chocolate coat before chewing the centre. The top pick for 26% of the public
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The meltaway – sucking the whole thing, starting with the chocolate and finishing with the malt filling as the grand finale. With 53% saying this is their usual way
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The even split – biting them clean down the middle before savouring each half – a slightly more niche way to nibble – with 24% remaining loyal to this tasty technique
In a hilarious new film for Maltesers, broadcaster, Kate Lawler, and husband, Boj, put each take to the taste test. Weighing in on the debate, Kate Lawler comments: “As a nation we love a food debate, and it’s no different in my house! Boj is adamant that you nibble the outside, while I love to pop one in and give it a crunch. Science might agree with me but to be honest whether you nibble, melt, or pop them in one, figuring it out is all part of the fun! As for Boj’s nibbling face… let’s hope I get to the Maltesers White before he does!”
But no matter how they’re eaten, one thing’s clear – Brits are deeply devoted to their Maltesers, with almost 2 in 5 (39%) ranking the treat within their top three chocolates of all time.
Maltesers White Chocolate is now widely available in all main supermarkets, including independents, in treat bag, single and sharing bag formats.
The new product promises to tantalisingly tease tastebuds with its combination of the classic Maltesers crunchy centre that consumers know and love, and a delicious thin layer of white chocolate, creating a perfectly sweet and uniquely Maltesers treat.
