United Food Brands (UFB) is set to grow its licensed bakery footprint with the launch of Galaxy Croissants, joining its existing MilkyWay and Mars Croissant ranges. Following the strong performance of its confectionery-inspired bakery lines, UFB is bringing Galaxy, one of the UK’s most recognised chocolate brands, to the croissant segment, aiming to drive category growth and give retailers a new reason to engage shoppers.
The Galaxy Croissants 4-pack (192g – 4 x 48g) has been optimised to meet shopper expectations while supporting retailer performance. The recommended selling price is £2.50, with promotional multiples priced at £2.00 to encourage trial and repeat purchase. Convenience stores will typically stock at £2.89, while discounter pricing will vary by retailer. This structure balances premium positioning with accessibility, encouraging incremental basket spend and maximising retailer margin.
Galaxy Croissants are already listed in Morrisons, with further retail launches planned towards the end of 2025 and into early 2026 across both multiples and convenience.
The croissant launch is informed by key shopper trends:
• Indulgence: Shoppers seek familiar, premium brands in everyday bakery formats
• Sharing & On-the-Go: Multipacks cater to both social consumption and convenient snacking
• Affordable Luxury: The Galaxy Croissant delivers a premium experience at an accessible price
UFB expects Galaxy Croissants to accelerate licensed bakery growth in 2026, leveraging strong brand equity and tailored retail execution. The launch is part of a broader strategy to expand distribution, drive incremental sales, and deepen consumer engagement across the licensed bakery segment.
Richard Reeves, CEO, United Food Brands, commented
“Galaxy Croissants mark a pivotal moment in the evolution of our licensed bakery portfolio. The opportunity here is bigger than a single SKU, it’s about unlocking new growth in a category that’s crying out for premium, indulgent options that still feel accessible to shoppers. Galaxy has the brand power to shift behaviour in-store, and we’re already seeing strong appetite from retailers. As we move into 2026, our focus is on expanding distribution, elevating quality and bringing genuinely incremental innovation to the aisle.”
TJ Sims, Brand Manager, United Food Brands, said
“Our Galaxy Croissants give consumers a new way to enjoy a well-loved brand, while providing retailers with a product designed to drive incremental sales and category growth. From pack size to pricing and promotions, we’ve optimised this launch to deliver real impact across both multiples and convenience channels. Shoppers will spot them on shelf and think, ‘Oh go on then…’ and that’s the moment we love.”
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