Mars launches gluten-free Galaxy and Twix cookies

The cookies are set for convenience availability 'in the coming months' following a Sainsbury's launch

Mars Chocolate Drinks & Treats (MCD&T) has launched two gluten-free cookies under its Galaxy and Twix brands.

The two varieties are initially launching in Sainsbury’s ahead of wider convenience and retail distribution in “the coming months”, the supplier said.

They are available in packs of four, each at an RRP of £2.89.

Currently the cookies market is worth £148m and is growing in value by 4% annually. Free-from cookies contribute more than £12m to the category and have grown in volume by more than 6% in the past two years.

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There is a further opportunity for brands in the segment, as they represent 69% of conventional cookie value sales, but just 30% of gluten-free cookie sales. The supplier says this represents a £4.8m retail sales opportunity.

Michelle Frost, general manager at MCD&T, said: “Consumers are increasingly seeking gluten-free alternatives from both a dietary necessity and also as a lifestyle choice. Our new gluten-free cookies deliver on taste and offer this growing shopper segment the opportunity to enjoy some of their favourite confectionery brands without compromise.”

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