Mars Chocolate Drinks and Treats (MCD&T) has today announced the launch of Galaxy Milk Chocolate and Galaxy Orange Digestive Biscuits.
The new biscuits combine the everyday familiarity of a digestive biscuit, with an unmistakable half coating of silky-smooth Galaxy milk chocolate, making the everyday chocolate digestive a bit more special.
“One in three households consume chocolate digestive biscuits,” said Michelle Frost, general manager for Mars Chocolate Drinks and Treats. “However, branded choice is extremely limited. There has been very little challenge to the market leader in recent years, even though research would suggest that there is space for market challenger brand to occupy. Particularly one that reaches different occasions and appeals to a wider spectrum of shopper demographics.
“The Galaxy brand is synonymous with great tasting chocolate; consumers know the familiarity and quality to expect. Our research shows that 42 per cent of regular chocolate digestive purchasers would prefer Galaxy chocolate on top of their digestive biscuit**, versus their current choice of chocolate digestive.
“This number rises to 55 per cent in 18-25 year olds, suggesting there is a fantastic opportunity for retailers to increase penetration with our Galaxy Milk Chocolate and Galaxy Milk Chocolate Orange Digestive Biscuits.”
Galaxy Milk Chocolate Digestive Biscuits and Galaxy Orange Digestive Biscuits will be available exclusively at Asda from December 29 2022 for three months. RRP £1.89 (300g pack).
From March both will be available across multiple grocery stores, and available to purchase through wholesale and convenience channels.
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