Mars is looking to tap demand for “affordable treat-sized products” with the launch of a 23g Galaxy countline.
Rolling out from next month (September), Galaxy Little Treat carries a 35p rsp compared with the 60p average selling price of the 42g Galaxy single countline in the supermarkets.
Mars said consumers were increasingly looking for value for money and, with treating in strong growth, believes Galaxy Little Treat will fill a growing gap in the market. It would be backing the launch with a £11m media investment and POS including pop-up units, posters and wobblers, along with packaging designed to drive impulsive sales at till points.
“We are delighted to announce this launch, which extends the range of one of our best-loved brands and gives consumers more choice for an affordable self-indulgence,” said Mars retail excellence director Tony Lorman.
Value sales of the £230m Galaxy brand fell 7.6% last year [Nielsen 52w/e 4 January 2014].