Mars has launched Galaxy Duet, a new permanent sub-brand to the Galaxy range.
Available to retailers from August 10, Galaxy Duet will be available in single pack format, RRP 60p and in two flavours – Cookies & Cream, and Caramel & Shortcake.
Christoph Weber, senior brand manager for Galaxy, said: “Our ambition is to make this our biggest ever product launch. But it will merge effectively with the existing Galaxy range.”
Retailer Vrinder Singh, Singh’s Premier in Sheffield, has worked closely with Galaxy on the launch and is advising retailers on the most effective way to merchandise the chocolate.
“Pre-order if possible so you can plan where to stock it,” he said.
“Put it next to the wine, or next to the till to bring attention to the product, and then explain what it is. We’ll be offering samples to customers to engage with them.”
The launch will be supported by £1.5m spent on TV advertising across four weeks.