The new product, GALAXY Traditional Style Hot Chocolate, utilises the range’s unique ‘fast dissolve formula’ which gives the hot chocolate range its signature silky smooth texture.
The hot chocolate and malt drinks sector is worth £129m and growing by +5% MAT and Mars Chocolate Drinks & Treats is confident that the new product will help to stimulate the traditional add-milk category.
GALAXY Instant Hot Chocolate is already a category star performer in the Instant Add Water segment with sales growth of 26%* during the core seasonal period of November to January.
Bep Dhaliwal, trade communications manager for Mars comments: “We are confident that the launch of GALAXY Traditional Style Hot Chocolate, will emulate the success of GALAXY Instant but in the traditional add milk segment, by invigorating the category and appealing to a new consumer.”
The product launch and range will be supported by a new philanthropic campaign – “Hot Galaxy, Warm Heart” – which will see the launch of a new website where consumers can click on a link and a donation will be made to charity**.
GALAXY Traditional Style Hot Chocolate will have an RSP of £2.99. GALAXY Traditional Style Hot Chocolate will be available from Aimia.
* Nielsen Data 12 weeks to 22.01.11
** Subject to terms and conditions
Tel: 01942 408600