Double whammy: Galaxy launches new Duet sub-brand

Mars Chocolate UK will be launching a brand-new sub-brand called Galaxy Duet in September, intended as a new permanent addition to the £216m Galaxy family, and as a new category in the chocolate confectionery market.

The first two products will be Cookies amp; Cream, and Caramel amp; Shortcake, both wrapped in Galaxy chocolate, giving consumers, says Mars, “the freedom to experiment and create their own perfectly harmonious taste sensation. The two flavours can be eaten separately or combined, allowing the consumer to choose exactly how to indulge in this ultimate taste combination.”

Both will be available to the trade from August, launching as a single pack format with an RRP of 60p. 

Duet will be supported with a dedicated TV advert for the new product launch, with an investment of £1.5m on TV advertising during the launch period across four weeks. The overall Galaxy brand will also be supported by a £12m media spend throughout 2015, with 35 weeks on TV, making Galaxy the most advertised chocolate brand in the UK.

Bep Dhaliwal, Trade Communications Manager, Mars Chocolate UK says: “Galaxy Duet is one of the most exciting pieces of innovation we have ever launched.  The unique opportunity for consumers to decide how they indulge in their new favourite Galaxy treat is purely down to them, creating their own perfect harmony, and one that’s sure to be a great talking point. I’d encourage retailers to stock up early and ensure the Galaxy Duet displays are visible and eye-catching to ensure your customers know you stock this exciting new Galaxy sub-brand.”

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