Mars Wrigley Confectionery UK has announced the launch of two new Galaxy Darker Milk variants – Galaxy Darker Milk and Galaxy Darker Milk with Roasted Hazelnuts.
Galaxy Darker Milk and Galaxy Darker Milk with Roasted Hazelnuts contain a 70/30 milk dark blend, which is intended to deliver on the taste of dark chocolate, while still maintaining Galaxy’s Smooth Milk taste that consumers know.
Laura Milne, Galaxy senior brand manager, said: “We are extremely excited to be launching Galaxy Darker milk and Galaxy Darker Milk Roasted Hazelnut in the UK this year. The demand for options in the dark chocolate category is growing and the Galaxy team have been working hard for well over a year to bring something new to the market that meets the high standards of our existing portfolio.
“We know that block is the biggest segment in chocolate that has rapidly grown to £864m in the past year and we’re confident that the new Darker Milk variants will fuel this huge category growth even further.”
Mars Wrigley Confectionery UK is investing £1.5m social spend behind the launch with a digital campaign that will give shoppers the chance to win one of several ultimate Galaxy prizes. This includes a five-night trip to Iceland for two to see the Northern Lights, a weekend trip for two to Paris and a helicopter flight over a UK location of your choice.