Mars Chocolate Drinks & Treats (MCD&T) has unveiled Galaxy Milk Chocolate and Orange Digestive Biscuits, set to launch in wholesale and convenience next March.
The new biscuits combine the familiar texture of a digestive with a half coating of Galaxy chocolate. They are initially launching exclusively in Asda at an RRP of £1.89 per 300g pack of each variety.
Michelle Frost, general manager for MCD&T, said: “One in three households consumes chocolate digestive biscuits, however branded choice is extremely limited. There has been very little challenge to the market leader in recent years, even though research would suggest there is space for market challenger brand to occupy, particularly one that reaches different occasions and appeals to a wider spectrum of shopper demographics.
“The Galaxy brand is synonymous with great tasting chocolate. Consumers know the familiarity and quality to expect. Our research shows that 42% of regular chocolate digestive purchasers would prefer Galaxy chocolate on top of their digestive biscuit, versus their current choice of chocolate digestive.
“This number rises to 55% in 18-25 year olds, suggesting there is a fantastic opportunity for retailers to increase penetration with our Galaxy Milk Chocolate and Galaxy Milk Chocolate Orange Digestive Biscuits.”
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