Mars Wrigley is set to launch a new Galaxy Vegan Salted Caramel bar this month as part of a refresh of the range.
The new SKU, which is gluten-free, dairy-free and registered with The Vegan Society, bolsters the brand’s core vegan line-up, which includes Galaxy Vegan Classic, Galaxy Vegan Orange and Galaxy Vegan Crumbled Cookie.
The brand noted that the refresh comes at a time when more shoppers are seeking free-from confectionery.
The new Vegan Salted Caramel bar is made with hazelnut paste and filled with salted caramel, with a design and taste similar to the mainstream confectionery equivalent. In 2022, Galaxy Vegan represented 43% of the free-from chocolate block category, so the company hopes the introduction of the new SKU will provide further scope to grow market share in the rapidly-expanding category.
Michelle Frost, General Manager Mars Wrigley Drinks and Treats, commented: “We’re excited to launch the same great silky smooth Galaxy taste in vegan varieties. The launch of our new Galaxy Vegan Salted Caramel bar further strengthens our existing Vegan offering in free-from chocolate, which is now worth £26.4m, and growing at a rate of 19% year-on-year.
“This category growth shows no signs of slowing, and that’s why we are pleased to be bringing a trending flavour to those looking for a sweet treat, whether it be due to dietary necessities or lifestyle choice.”
The entire Galaxy Vegan range will be available in retailers from this summer, with an RRP of £3 for a 100g bar.
