Mars is adding a new biscuit to its Galaxy lineup.
Called Galaxy Chocolatey Moments, the snacks comprise shortcake biscuits smothered in Galaxy milk chocolate.
The biscuits feature a curved shape the brand said was “made for taking time over”.
Mars Chocolate Drinks & Treats general manager Michelle Frost said the “innovative format, great taste and strength of the brand” would appeal to both Galaxy and biscuit fans.
The NPD launched at Sainsbury’s this week and will hit Tesco from 15 February (rsp: £1.50/110g).
Like many other Mars biscuits, including Maltesers biscuits, which debuted last year, Galaxy Chocolatey Moments will be manufactured by Burton’s Biscuits.
Galaxy’s existing range of biscuits saw sales down £74k (1.1%) last year, on volumes down 0.4%.
The brand saw confectionery sales fall £31m (14.3%) last year, on volumes down 19.7%. Its cakes business, meanwhile, saw sales up £3.7m (61%), on volumes up 12.4% [Nielsen 52 w/e 5 September 2020].
Christmas saw the brand embark on a massive relaunch Mars said was designed to bring the brand into “a new era”, giving it a makeover and a slew of NPD, including a new Galaxy Orange block and a trio of premium ‘Fusions’ chocolates designed to lure younger shoppers back to Galaxy.