Galaxy is taking on the humble digestive with its latest venture into the biscuit category. Galaxy Milk Chocolate and Galaxy Orange Digestive Biscuits have a half coating of Galaxy chocolate and both varieties have an rrp of £1.89 for a 300g pack. They will be available exclusively to Asda from 29 December for three months, before rolling out to further multiples and the convenience channel in March.
Michelle Frost, Mars Chocolate Drinks and Treats general manager, says: “One in three households consume chocolate digestive biscuits [Nielsen and Kantar], however branded choice is extremely limited. There has been very little challenge to the market leader in recent years, even though research would suggest that 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 [One Pulse], 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.”