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.
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.”