Galaxy gets major brand refresh and two additions    

Mars Wrigley UK has announced a bold new look and line-up for its chocolate brand Galaxy.

As the brand celebrates its 60th year in market, the new on-pack redesign alongside NPDs will set Galaxy in a “new modern, confident and unapologetic direction,” the company said.

“Like all big brands, Galaxy must continue to evolve,” commented Ellyse O’Connor, senior brand manager. “2021 will really be the year of Galaxy with our beautiful, bold new pack designs, exciting campaigns and NPD launches.”

Rolling out from the end of December 2020 across the entire core and seasonal portfolio, the new on-pack design resulted in higher purchase intent compared to the current branding in consumer testing, the company claimed.

“We know that the new re-design will attract new customers and boost sales for retailers by standing out on shelves and start conversation. We can’t wait until retailers have the new packs on their shelves,” O’Connor added.

The brand will get two new SKUs - Galaxy Orange Block and Galaxy Fusions - to help drive sales further for retailers.

Mars Wrigley said orange is one of the most popular flavours within confectionery, growing a whopping 20 per cent in the last two years and Galaxy Orange Block, which will be available in large block, PMP and single from March 2021, is set to grow this flavour further.

Galaxy Fusions, a new range of deliciously indulgent chocolate bars, aims to build on the success the brand has enjoyed in the premium space, with the launch of Galaxy Truffles and Galaxy Vegan.

With the premium block segment growing by 19 per cent over the last year alone, Galaxy Fusions will tap into this ongoing success and look to expand the category further by introducing an accessible premium offering to the young adult shopper.

The range will be available in three distinctive flavor combinations: Blonde Chocolate with Sea Salt, Dark Chocolate with 70% Cocoa and Dark Chocolate with Raspberry Meringue. Galaxy Fusions will be available market wide in late 2021, following an exclusive launch at Sainsbury’s in January.

“While our iconic smooth chocolate remains, we’re thrilled to kick off 2021 with our NPD announcements with Galaxy Orange Block and Galaxy Fusions. The new vibrant and adventurous flavours are bound to drive sales and are the perfect fit to complement the fresh new look and feel of the brand,” O’Connor said.

The re-design will be supported across TV, digital, social and influencer activity. Due to kick off in April, retailers are encouraged to push sales and visibility of existing Galaxy packaging to make room for the new and improved designs.