The probiotic drink market is currently valued at £221.2m*, growing 1.5% in value over the last year but has seen little variance away from the traditional yogurt or fruit flavours.
Bep Sandhu, Trade Relations Manager for Mars, says: “This is a great time for a new product to refresh the probiotics market as while the category has grown in value over the last year, volume sales have declined.
“We believe that the combination of introducing something completely different, a chocolate probiotic, with a highly recognised consumer brand, GALAXY, will revitalise and drive new customers to the category.”
“The launch of the GALAXY probiotic drink will encourage chocolate lovers to re-look at the category.”
GALAXY Probiotic drink contains real GALAXY chocolate and contains just 68 calories per bottle and 2% fat. The pack design features the familiar GALAXY chocolate brown with a splash of pink for an eye catching shelf presence sure to attract consumers.
The launch will be supported by a TV campaign breaking in mid-November on breakfast TV.
Recommended selling price for GALAXY Probiotic drink is £2.89 for a pack of six.
*Worth £221.2m in the latest MAT (to 14.03.09), Probiotic Drinks are currently growing at +1.5% in value terms and declining at -2.4% in volume terms
Mars Consumer Drinks