Maille cuts the mustard with limited editions

Maille mustard

Speciality mustard brand Maille has unveiled limited edition Easter packaging for its Dijon Originale and Wholegrain mustards, available from now until the end of April.

The labels for the two jars are intended to emphasise the premium nature of Maille, and to encourage consumers to trade up from mid-range brands and try something new with their Easter roast dinners.

Hannah Webb, Brand Manager for Maille at Unilever UK, said: “The launch of our new limited edition jars should help create buzz around the brand during the Easter period and provide greater stand out on shelf. 2016 is set to be a big year for Maille and our Easter-themed jars will be a great way to kick this off.’’

Maille has the highest repeat purchase rate in the category and a 41.8% share of total Speciality Mustards.

The limited edition Dijon Originale and Wholegrain Mustard jars have an rrp of £1.79 and are both available in cases of six.