Galaxy Swirlers

Mars Chocolate is eyeing billions of hot drink occasions with the introduction of Galaxy Swirlers.

Unveiled today (21 April) to coincide with National Tea Day, the biscuit-filled chocolate bar can be broken into 10 fingers intended to be dunked in a hot beverage. Two variants of the new sharing tablet – Caramel Crunch and Shortbread Crunch – will land on shelf next month (rsp: £2.09/175g).

The lineup had launched to tap the UK’s 22 billion hot drink occasions in-home every year, said Mars, with Galaxy value sales flat at £236.3m, with volumes down 4% [Nielsen 52 w/e 31 December 2016]. The NPD was set to be backed by “impactful PoS solutions that communicate the sharing moment in-store”.

Swirlers is the latest large block innovation from Galaxy, which last year added Crispy and Toffee & Popcorn variants to its Duet range.

“We are continuously looking to identify new flavours, formats and trends that complement our Galaxy chocolate perfectly,” said Bep Dhaliwal, Mars trade communications manager.

Galaxy, the UK’s second-biggest chocolate brand, will run TV advertising over 42 weeks this year, as part of a £13m investment.