Mars Inc is to launch Galaxy Flutes in the UK, a product it hopes will meet demand for lighter on-the-go snacks.

The product, two wafer fingers filled with and covered by chocolate, looks set to target a similar demographic to Ferrero’s Kinder Bueno line. It goes on sale in stores at the end of the month for an RRP of GBP0.45 (US$0.71).

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Mars said Galaxy Flutes has been launched as a limited-edition product, a move that could be seen as a pragmatic approach in the tough consumer climate.

Asked why the line was being launched as a limited edition, a Mars spokesperson said: “Limited editions are often introduced to create excitement around a brand, and consumer feedback has shown that limited editions are received well. Of course, if a particular limited edition performs exceptionally well, then we will consider making the product a permanent entry.”

Mars plans to spend GBP15m on advertising its Galaxy chocolate portfolio in the UK this year.

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