Tapping into the premium block category, Mars Wrigley UK has launched Galaxy Orange Block and Galaxy Fusions.

Available from March, Galaxy Orange Block aims to expand on the growing popularity of orange within confectionery. According to the supplier, orange has grown by 20% in the past two years.

Galaxy Orange Block will be available in a large block, price-marked packs and single-serve formats.

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Galaxy Fusion will be available to convenience retailers in late 2021 and aims to meet the demand for premium confectionery lines, with the premium chocolate category growing by 19% in the past year, with an accessible offering to younger consumers.

The bar will be available in three flavours: Blonde Chocolate with Sea Salt, Dark Chocolate with 70% cocoa and Dark Chocolate with Raspberry Meringue.

In addition to the new launch, the supplier’s product range, including Galaxy Minstrels and Galaxy Smooth Milk, will undergo a package redesign – rolling out from the end of December.

The new design will be supported by a TV, digital and social media campaign due to start in April. The supplier recommends retailers push sales and visibility of existing Galaxy packaging to make room for the new design.

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Ellyse O’Connor, senior brand manager at Galaxy, said: “Like all big brands, Galaxy must continue to evolve. We know the new redesign will attract new customers and boost sales for retailers by standing out on shelves and start conversations.

“The packaging redesign is set to modernise the brand for a new era. After rigorous consumer testing, we identified that the new on-pack design resulted in higher purchase intent compared to the current branding, with consumers agreeing it was easier to read and more modern.”