Mars Chocolate UK is expanding its Galaxy Duet range with a new variant.
Duet toffee & popcorn comprises two fingers of Galaxy chocolate - one filled with a smooth toffee sauce, the other featuring a combination of crunchy, salted toffee and popcorn pieces (rrp 60p).
The company will be supporting the launch with a dedicated TV push, with a media spend of £600,000, which will see the ‘Moon River’ advert - featuring local artists, Chanele and Bxnjamin - return to UK TV screens for four weeks. The new product will also have a strong presence across social media and digital platforms thanks to a dedicated online launch.
To bring the new product to life in store, retailers will be able to choose from a range of POS and display solutions, including pre-filled units and front of store display.
The toffee & popcorn bar is the latest addition to the Galaxy sub-brand and follows the launch of Duet cookies & cream, and Duet caramel & shortcake, which landed in stores last summer.
Trade communications manager Bep Dhaliwal said: “We’re thrilled to be building on the success of Galaxy Duet cookies & cream and caramel & shortcake variants with the introduction of Galaxy Duet toffee & popcorn. Both of our original Galaxy Duet singles have performed well and we’re confident this new combination of indulgent toffee and popcorn pieces will prove equally irriesistible to consumers.
“With dedicated investment in TV and media helping to ensure the new product is front of mind for consumers, we encourage retailers to ensure the product is placed in a prominent location instore and use the POS materials available to create visible and eye-catching displays.”
Vrinder Singh of Singh’s Premier in Sheffield, says: “The positive response from shoppers to the first two Galaxy Duet variants has certainly converted to strong sales and we look forward to the arrival of the newest combination in our store.”
Galaxy is Mars’ biggest confectionery brand in the UK and the nation’s second largest chocolate brand, worth approximately £218m and growing 4.5% year-on-year. The firm claims that it is the the fastest growing Top five chocolate brand, and throughout 2015, was the UK’s most advertised chocolate brand, supported by an investment of over £18m.