Talking Retail Grocery and product news for independent retailers
The new biscuits combine the everyday familiarity of a digestive biscuit, with a half coating of Galaxy milk chocolate.
Michelle Frost, general manager for Mars Chocolate Drinks and Treats, said: “One in three households consume chocolate digestive biscuits*, 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, 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.”
Galaxy Milk Chocolate Digestive Biscuits and Galaxy Orange Digestive Biscuits will be available exclusively at Asda from 29 December for three months. RRP £1.89 (300g pack). From March both will be available across multiple grocery stores, and available to purchase through wholesale and convenience channels.
