Masterfoods is expecting a 20% uplift in sales in its Galaxy large block range, following the launch of Promises, which it claims will attract new customers to the brand as well as create a new ‘everyday luxury’ confectionery category.

Available from September, Promises has been developed in response to the growing consumer trend for everyday products that deliver a little extra luxury. Each square piece of chocolate is moulded into two triangular sections, with Galaxy milk chocolate in one half complementing a rich flavour in the other, all held together on a bed of dark chocolate. There will be four flavours: cocoa crisp, rich coffee, roast hazelnut and caramel crunch – the latter two are expected to be the best sellers.

Recommended selling price is 99p per 100g block.

The launch will be supported by a £4m marketing campaign, part of the £12m core brand support for the year.

Andrea Taylor, trade relations manager for Masterfoods, said the launch of Promises was a major new product development initiative for 2005: “Masterfoods will be the first to create a new everyday luxury category, set to bring in new consumers and grow the whole large block sector.”

01753 550055