Mars is to plough £5.7m in marketing investment behind its Galaxy brand. The push will coincide with a new shape and packaging for the brand as well as new flavours, the company said.
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The marketing campaign will lead with the strap line “fall in love again”. The relaunch will be rolled out in mid-August.
August will also see the launch of three additional Galaxy large block variants: Galaxy Smooth Dark together with Galaxy Roasted & Caramelised Hazelnuts and Galaxy Raisin, Almond & Hazelnut, which will replace existing Hazelnut and Raisin & Hazelnut large blocks
Mars said that Galaxy has seen 18% year-on-year growth from 2001 to end of 2006.
Andrea Taylor, Mars trade relations manager, said: “Galaxy is currently the fastest growing block confectionery in the market. This exciting launch is set to make a big impact in the block market: the significant marketing support will create huge visibility and presence for the brand, and we fully anticipate a substantial sales uplift as a result.”
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