Blog: Galaxy Probiotic? A lose-lose strategy?
Dean Best | 1 October 2009
One of the more baffling product launches crossed our desks this week with the news that Mars, the chocolate giant, has developed a probiotic drink under its Galaxy brand.
First, for Mars to want to invest cash and resources into a stagnant category raised eyebrows. To use Galaxy, a brand which Mars has heavily promoted as indulgent chocolate, to move into probiotics only served to confuse us further.
Will consumers really buy into a probiotic drink pushed under one of the chocolate sector's more indulgent brands?
After several prods, Mars got back to us to try to convince us that a Galaxy probiotic will "revitalise" the category in the UK.
"The sales growth in the probiotics drinks market is starting to wane as consumers look at alternative products through which to consume probiotics. If you don't like the taste of fruit or yoghurt then you won't currently be a probiotics drink purchaser," Mars UK trade relations manager Bep Sandhu tells us. "The launch of the Galaxy probiotic drink will encourage chocolate lovers to re-look at the category."
Hmmm. The scepticism over the launch reaches far outside Aroq Towers.
"To me it looks like a rather muddled positioning," says industry consultant James Amoroso.
"Galaxy is an out-and-out indulgence brand but Mars is trying to give it health credentials thinking that this will help offset health concerns. Instead it merely detracts from the brand's core indulgence positioning. A lose-lose strategy."
Blue Bell Creameries is trying to win back the trust of consumers after a fatal listeriosis outbreak last year was linked to its products - but in recent days the US ice cream maker has issued another...
The UK's competition regulator has given the all-clear to Hain Celestial's bid to buy UK food and beverage group Orchard House Foods, nine months after the US group announced the deal....
Hershey made an unusual announcement today (20 September), sharing its own sales data for the last four weeks to assuage any possible investor concern over figures released by Nielsen....
As the UK starts to ponder what kind of a relationship it wants with the European Union post-Brexit, EU leaders have been lining up to warn that Britain will not be allowed to "cherry pick" deals and ...
- Interview: Mondelez eyes sweet success in China
- The benefits of engaging staff in sustainability
- How food companies involve staff in sustainability
- Interview: Mondelez's outlook for China
- What next for Bernard Matthews? - comment
- Fonterra says value-added strategy paying off
- Ireland unveils national plan to tackle obesity
- Nestle close to finalising Garoto deal
- Aryzta FY profits fall
- Gen Mills uses NPD, renovation to heat soup sales
- Global Chocolate Confectionery Overview: Challenges, Opportunities and Risks
- The Big 15: Strategies and Priorities of Top Packaged Food Players in Comparison
- Global Foodservice Market 2016-2020
- Constellation Brands, Inc. (STZ) - Financial and Strategic SWOT Analysis Review
- Global Food and Drinks Closures: Performance and Opportunities