Mars Chocolate Drinks and Treats (MCD&T) has announced the launch of a new range of chocolate digestive biscuits under its Galaxy brand.
The range includes two flavours: orange and milk chocolate. The new biscuits combine the “familiarity of a digestive biscuit” with a half-coating of Galaxy milk chocolate.
Michelle Frost, general manager for MCD&T, said: “One in three households consume chocolate digestive biscuits, however, branded choice is extremely limited. There has been very little challenge to the market leader in recent years, even though research would suggest that there is space for market challenger brand to occupy. Particularly one that reaches different occasions and appeals to a wider spectrum of shopper demographics.”
She continued: “The Galaxy brand is synonymous with great-tasting chocolate; consumers know the familiarity and quality to expect. 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’s milk chocolate and orange digestive biscuits will be available at Asda stores from 29 December for three months for an RRP of £1.89 per 300g pack. From March, both will be available across multiple grocery stores, and in the wholesale and convenience channels.
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