Mars Chocolate Drinks and Treats (MCD&T) has announced the launch of Galaxy Milk Chocolate and Galaxy Orange Digestive Biscuits.
With chocolate digestives eaten in one in three households, MCD&T thinks there is space in the market for a challenger brand to occupy, particularly one that appeals to a broader spectrum of shoppers.
Michelle Frost, General Manager for MCD&T, said: “Our research shows that 42% of regular chocolate digestive purchasers would prefer Galaxy chocolate on top of their digestive biscuit, versus their current choice of chocolate digestive.
“This number rises to 55% in 18-25 year olds, suggesting there is a fantastic opportunity for retailers to increase penetration with our Galaxy Milk Chocolate and Galaxy Milk Chocolate Orange Digestive Biscuits.”
Galaxy Milk Chocolate Digestive Biscuits and Galaxy Orange Digestive Biscuits (both RSP £1.89 for a 300g pack) will be available exclusively at Asda from 29 December for three months.
A wider roll-out in March will see both available from wholesalers.
For all sales enquiries, contact Burtons Biscuits on 0330 6600 196.
