Maltesers on why marketing must be embedded from the start for innovation to succeed

Maltesers always thinks about marketing “right from the start” of any innovation project to avoid unnecessary product extensions and “innovation for innovation’s sake”, according to brand director Rebecca Shepheard-Walwyn.
She tells Marketing Week: “Maltesers has been so loved for so long that you don’t want to play with it in the wrong way. [As a result] we’re always looking at consumer insights and trends as there’s no point innovating