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Brief Published: 18 Nov 2019

Mars Launches Vegan Galaxy Bar


US confectionery giant Mars has reinvented its classic Galaxy bar for vegans, becoming the first mainstream chocolate brand to offer a plant-based milk chocolate alternative. The product cleverly aligns itself with this rising cohort while tapping into the ever-growing snacking opportunity.

To achieve the same rich flavour and smooth, creamy texture of the original bar, sensory scientists at Mars have replaced the dairy with hazelnut paste and rice syrup. The new bar is available in three flavours: Smooth Orange, Caramel & Sea Salt and Caramelised Hazelnut.

In addition, the bars are packaged in a widely recyclable wood-fibre cardboard sleeve and clear compostable film – joining the ranks of other eco-packaging imperatives explored in Packaging Futures 19/20.

The new bars are launching in the UK on November 18 and will be available at supermarkets Ocado and Tesco, as well as from Amazon, costing £3 ($3.88) for a 100g bar.

According to the brand, the new variety caters not just to vegans, but also vegetarians and flexitarians. “The taste of Galaxy has not changed in the nearly 60 years since it was launched,” Linda Lopez, head of Mars’ UK sensory team, told British paper The Guardian. “We wanted to retain the classic smooth and creamy taste and texture without any compromise.”

This innovation is the latest in a recent series of revamped chocolate products catering to the tastes of new audiences. See Nestle’s Category-Changing No-Added-Sugar Chocolate Bar and Sweet Treats: Dessert & Chocolate Trends 2018.

To learn more about the future of veganism and sustainable diets, read The Post-Vegan Opportunity and How Soil Will Save the World.