16 Jul 2007


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Galaxy and Maltesers hot chocolate launch new stick sachets


Hot drinks

Source : Aimia
Galaxy and Maltesers instant hot chocolate drinks have unveiled new lines of single serve stick sachets for Autumn/Winter 2007/08.

From this Autumn, Galaxy instant hot chocolate drink will be available in a slimline 28g stick and Maltesers in a new 25g sticks.

The new size sticks give consumers the opportunity to drink hot chocolate on-the-go, carrying sticks in hand bags and storing the sticks in office drawers or glove compartments ready to use.

Supplied in a case which holds 30, the sticks improve the standout of the product on the shelves, optimising valuable fixture space, while the enhanced pack design offers retailers the chance to increase their rate of sale.

Importantly, the exclusive sloping shelf ready case design means the sticks will not fall over and get lost within the case once the box is half empty. With increased competition for shelf space in the hot beverages section, the new packs are easier to handle and stock in store. The recommended retail price starts at just 29p per sachet.

In a market worth a total £95m, recent research showed that Galaxy hot chocolate was the second fastest growing instant hot chocolate brand, with sales up over 17% ytd, in just one year. In addition, 78% of consumers said that Galaxy hot chocolate it is as good, or better, than their normal brand.

Richard Cooper, brand marketing manager at Aimia, exclusive suppliers of the two hot chocolate brands says: “The sachet market, now worth more than £16M in the UK alone, is critical to the hot beverages fixture. Trends are currently moving towards the handy sized sticks, which allow everyday consumers to trial new products such as hot chocolate in convenient and portable packaging.”

A third product, the luxurious Galaxy Bliss hot chocolate - which is made with milk rather than water to create an even more creamy, chocolaty taste - will also be available in an 18g single serve stick. The brands, owned by Mars, are worth in excess of £340m in combined value with a year round heavyweight multi million marketing spend across national and regional media.

By ensuring products are available in different sizes of packaging, from 400g jars to the new 28g, 25g and 18g stick formats, retailers can cater for their target audience - whether it be a family of four or a young student.

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