Mars Wrigley debuts new look and products for Galaxy brand

Mars Wrigley has revealed a new packaging design for its Galaxy confectionery brand in the UK, as well as new product lines for 2021.

This year, the Galaxy brand celebrated its 60^th year in the market and Mars says the packaging redesign is set to modernise the brand for a new era.

The new design packs will officially roll out from the end of December 2020 across the entire Galaxy core and seasonal portfolio.

Amid the popularity of orange-flavoured chocolate, Galaxy is releasing a new orange block from March 2021. Galaxy Orange Block follows the launch of Galaxy Orange Truffles and the debut of an orange Maltesers Bunny.

In addition, the brand is launching Galaxy Fusions, a new range of indulgent chocolate bars in order to tap into the demand for premium offerings.

The Fusions range will come in three flavour combinations: blonde chocolate with sea salt, dark chocolate with 70% cocoa, and dark chocolate with raspberry meringue. The chocolate will be available market wide in late 2021, following an exclusive launch at Sainsbury’s in January. 

The ‘bold’ new look will be supported by a campaign across TV, digital, social and influencer activity.

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

“We know that the new redesign will attract new customers and boost sales for retailers by standing out on shelves and start conversation. 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.”