While the unseasonal summer weather benefited Galaxy along with all other chocolate bars, it was a series of careful revisions to its Galaxy block chocolate range, which saw the brand enjoy a 19% demand rise.
This was assisted by the launch of Galaxy Smooth Dark, the long-established brand’s first move into the increasingly lucrative dark chocolate market, worth some £67m, according to Mars.
Large block Galaxy Hazelnut and Raisin and Hazelnut lines were replaced by Roasted and Caramelised Hazelnut and Raisin, Almond and Hazelnut bars, and the Galaxy name was also applied to individually wrapped chocolates marketed as Galaxy Kisses, and aimed at female buyers over the Christmas period.
There were also premium limited editions with distinct packaging, and Mars spent £5.7m marketing Galaxy products – the highest figure since 2003.
2007 £188.5m
2006 £160.3m
yoy change 17.6%
