Mars Chocolate is launching a brand new addition to the Galaxy portfolio - Galaxy Crispy.

The new addition combine smooth Galaxy chocolate wrapped around lightly crispy cereal pieces. Available in store from July 17 at RRP £1.39, Galaxy Crispy is the latest to be introduced to the block chocolate category.

It follows in the footsteps of Galaxy Salted Caramel, the popular taste sensation which delivered £5.4m into the Block Chocolate category last year, according to Bep Dhaliwal, trade communications manager, Mars Chocolate. She says:

“We are continuously looking to identify new flavours and textures that compliment our Galaxy chocolate perfectly, and Galaxy Crispy is just the next step in our journey, following huge success with Galaxy Salted Caramel and Galaxy Duet.

“Here at Mars Chocolate, we know that crispy textures are now in 19% value growth, with its light, crispy cereal pieces covered in smooth chocolate, Galaxy Crispy is perfect for treating occasions.”

Dhaliwal says in order to capitalise on the launch of Galaxy Crispy, retailers should make use of impactful POS solutions in store, to raise awareness and boost those all-important impulse purchases.

Galaxy is this year supported by a £12m media investment and major TV advertising campaign.