Mars Chocolate UK is to launch a new 23g bar format for Galaxy.

Available from September with an rrp of 35p, the new ’little treat’ format is aimed at consumers who want a treat but still want value for money.

The new format is being supported by a £11m media investment includeing pop up units, posters and wobblers for retailers.

Retail excellence director Tony Lorman said: “We are delighted to announce the launch of Galaxy little treat, extending the range of one of our best-loved brands and giving consumers more choice for an affordable self-indulgence. We know 61% of consumers treat themselves, even when budgets are tight, so this format it perfectly placed to fill the gap in the market.”