Galaxy biscuits duo

Source: Mars

The biscuits will roll exclusively into Asda on 29 December (rsp: £1.89/300g)

Mars is taking on McVitie’s with a duo of Galaxy chocolate digestive biscuits.

Milk Chocolate and Orange both feature a half coating of “silky smooth” Galaxy chocolate.

They will roll exclusively into Asda on 29 December (rsp: £1.89/300g).

From March 2023, both flavours will be available across multiple grocery stores, and available to purchase through wholesale and convenience channels.

Read more:

Mars Chocolate Drinks and Treats GM Michelle Frost said branded choice was “extremely limited”, despite the popularity of chocolate digestives.

“There has been very little challenge to the market leader in recent years, even though research would suggest that there is space for a market challenger brand to occupy.”

The NPD would reach different occasions and appeal to “a wider spectrum of shopper demographics”, said Frost.

“The Galaxy brand is synonymous with great-tasting chocolate; consumers know the familiarity and quality to expect.”

It comes after category leader McVitie’s launched a non-HFSS digestive biscuit – Wholesense Digestives – in June.

The innovation was claimed to offer 30% less sugar and 50% more fibre than its standard counterpart, while retaining “the distinctive, salty-sweet flavour”.