Galaxy Crispy is the latest addition to the brand’s block portfolio.

Available from July 17 (rrp £1.39), the product follows the success of Galaxy Salted Caramel, which delivered £5.4m into the block chocolate category last year.

Mars Chocolate trade communications manager Bep Dhaliwal said: “We are continuously looking to identify new flavours and textures that complement our Galaxy chocolate perfectly, and Galaxy Crispy is just the next step in our journey.

“Crispy textures are now in 19% value growth, and with its light, crispy cereal pieces covered in smooth chocolate, Galaxy Crispy is perfect for treating occasions.”

To capitalise on the launch of Galaxy Crispy, retailers are encouraged to make use of POS solutions in store, to raise awareness and boost those all-important impulse purchases.

The most advertised chocolate brand in the UK in 2015, Galaxy is this year supported by a £12m media investment and major TV advertising campaign, making it the most visible chocolate brand outside of the store environment.