Mars Chocolate UK has unveiled a new sub-brand - Galaxy Duet, a new permanent addition to the Galaxy family. Two Galaxy Duet variants will bring the combinations, Cookies and Cream, and Caramel and Shortcake, to the chocolate category in a new format. The two flavours can be eaten separately or combined, allowing the consumer to choose exactly how to indulge in the latest Galaxy variants.
The new launch adds to the success of Mars’ biggest confectionery brand, with Galaxy worth approximately £216m in the UK. Galaxy Duet will be available to retailers from August 2015, launching as a single-pack format in both Cookies and Cream, and Caramel and Shortcake, with an RRP of 60p.
Galaxy Duet will be supported with a dedicated TV advert for the new product launch, with an investment of £1.5m on TV advertising during the launch period across four weeks. Galaxy will also be supported by a £12m media spend throughout 2015, with 35 weeks on TV, making Galaxy the most advertised chocolate brand in the UK.
Bep Dhaliwal, trade communications manager, Mars Chocolate UK, said: “New Galaxy Duet is one of the most exciting pieces of innovation we have ever launched. The unique opportunity for consumers to decide how they indulge in their new favourite Galaxy treat is purely down to them, creating their own perfect harmony, and one that’s sure to be a great talking point. I’d encourage retailers to stock up early and ensure the Galaxy Duet displays are visible and eye-catching to ensure your customers know you stock this exciting new Galaxy sub-brand."
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