Following the refresh of its Galaxy Vegan range, Mars Wrigley is further investing in its block chocolate offering with the launch of its new Galaxy Smooth Mint SKU, the latest flavour in its classic Galaxy range.
Mint has the second highest flavour penetration in the confectionery market, with 61 per cent of shoppers repeatedly purchasing mint-flavoured products. In addition, 52 per cent of chocolate shoppers buy in to mint and spend more on chocolate, demonstrating the strength of the opportunity this new flavour presents.
Set to be supported by a host of in-store POS, from shippers to larger front-of-store displays, responsibly-sourced Galaxy Smooth Mint joins the seven-strong chocolate block line-up from July.
“The arrival of our first-ever Galaxy Smooth Mint bar offers shoppers a new flavour of our much-loved brand,” said Victoria Gell, Galaxy Brand Director. “We know that innovation drives the category, and shoppers often buy large block chocolate formats to enjoy sharing moments together.
“This new flavour allows us to reach new audiences by appealing to mint lovers (that over-index in comparison to milk chocolate), who will then introduce new consumers to the category via sharing.”
Galaxy Smooth Mint is available in retailers now, RRP £1.25 (110g)
Jo Taylorson