Blog: Dean BestGalaxy 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."


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