It’s time to overcome your fear of the dark…GALAXY® launches delicious new Darker Milk Collection

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 Mars Wrigley Confectionery UK has announced the launch of two new GALAXY® Darker Milk variants – GALAXY® Darker Milk and GALAXY® Darker Milk with Roasted Hazelnuts.

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The new GALAXY® Darker Milk innovations will offer the consumer a truly unique GALAXY® experience that will excite both milk and dark chocolate lovers, and welcome new consumers to the brand.

 

Dark chocolate is the 2nd biggest flavour partition in the segment of Block chocolate[1] but the bitter taste of dark chocolate can polarise opinion[2].  

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GALAXY® Darker Milk and GALAXY® Darker Milk with Roasted Hazelnuts tap into this divide, with a 70/30 milk dark blend. The new variants create the perfect balance and ensure that the Darker Collection delivers on the bold taste of dark chocolate, while still maintaining GALAXY®’s signature Smooth Milk taste that consumers know and love.

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As such, the Darker Milk variants will bridge the gap between dark chocolate and milk chocolate – resulting in a smoother and more indulgent chocolate experience for all.

 

GALAXY® Darker Milk with Roasted Hazelnuts will further entice consumers into the category, as hazelnut is the UK’s favourite nut variant in the Block chocolate segment[3]. The popularity of the ingredient has seen hazelnut inclusions account for two out of the top five Block chocolate SKUs[4]. With a 10 per cent nut inclusion, GALAXY® Darker Milk Roasted Hazelnut is set to capitalise on this trend.

 

Laura Milne, Galaxy Senior Brand Manager, said: “We are extremely excited to be launching GALAXY® Darker Milk and GALAXY® Darker Milk Roasted Hazelnut in the UK this year. The demand for options in the dark chocolate category is growing and the GALAXY® team have been working hard for well over a year to bring something new to the market that meets the high standards of our existing portfolio. We know that block is the biggest segment in chocolate that has rapidly grown to £864M in the past year [5] and we’re confident that the new Darker Milk variants will fuel this huge category growth even further.”

 

Hitting the stores in April 2019, Mars Wrigley Confectionery UK is investing £1.5m social spend behind the launch with an innovative digital campaign which will give shoppers the chance to win one of several ultimate GALAXY® prizes. This includes an array of amazing nocturnal experiences around the world such as a 5-night trip to Iceland for 2 to see the Northern Lights, a weekend trip for 2 to Paris and a helicopter flight over a UK location of your choice.

[1] Nielsen Scantrack data | 52W to 24.02.2018

[2] Nielsen Scantrack data | 52W to 24.02.2018

[3] Nielsen Scantrack data | 52W to 24.02.2018

[4] Nielsen Scantrack data | 52W to 24.02.2018

[5] Nielsen Scantrack data | 52W to 24.02.2018

Author: kimbarnard

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