Following the success of the Galaxy Cookie Crumble sharing bar, a new single 45g version has been launched. Bars contain real Italian cookie pieces and retail at 49p.
The launch will benefit from a £2m spend behind the Galaxy brand which includes an on-pack promotion, TV and press advertising.
The Irresistible Reads promotion is giving away one million books. Consumers check the code on their product wrapper at www.galaxybookclub.co.uk to see if they have won. Limited-edition promotional packs have pink foil for better stand-out on shelves.
In addition, there will be special deals on Cookie Crumble in cash and carry depots.
According to IRI data, the Galaxy block chocolate brand is worth more than £42m in independents.