Galaxy launches vegan milk chocolate bars in UK

15 Nov 2019 --- UK-based Galaxy chocolate brand is launching its first vegan alternative to milk chocolate. The Mars Wrigley-owned brand says that a hazelnut paste will create the same smooth and creamy signature characteristics of Galaxy sought by consumers. The bars will launch in Tesco stores next week and will then be sold online via Ocado and Amazon. This launch comes as the plant-based movement continues to pick up pace, with consumers increasingly turning away from animal-derived products.

“We are excited to be bringing these delicious treats to Galaxy’s range using a vegan recipe that doesn’t compromise on the brand’s signature smooth and creamy characteristics. Wherever you look, you can’t avoid the vegan buzz in the UK. Even though vegan treats are currently only worth £10 million (US$13 million) in a £4 billion (US$5 billion) chocolate market, we think that by introducing Galaxy – one of the UK’s best-known brands – there is huge opportunity for the category to grow,” says Kerry Cavanaugh, Marketing Director at Mars Wrigley UK.

The bars are available in three 100 g varieties, with a recommended retail price of £3.00 (US$4):

• Caramelised Hazelnut: A blend of rich cocoa with smooth and creamy hazelnut paste.
• Smooth Orange: A combination of rich cocoa and orange oil blended with smooth and creamy hazelnut paste.
• Caramel & Sea Salt: A combination of rich cocoa and crunchy salted caramel pieces blended with smooth and creamy hazelnut paste.

The products were tested by the company’s team of sensory scientists and professional tasters to ensure the right flavor profile. They are touted as being for all taste buds, “whether you are vegan, vegetarian, flexitarian… or you just love a sweet treat.” The bars are encased in a widely recyclable card sleeve and clear compostable film.

Mars Wrigley has been working closely with The Vegan Society on the launch and its logo appears on the packs. “We are delighted that Galaxy is entering the vegan market and offering more choice - and even more excited that there are three delicious flavors to choose from,” says Abigail Stevens, Trademark Marketing Manager at The Vegan Society.

Plant-based dairy has lagged behind the meat-alternative space. The plant-based trend is continuing to boom, with Innova Market Insights crowning it the number two trend for 2020. The market researcher highlights a 68 percent average annual growth in food and beverage launches with a “plant-based” claim (Global, CAGR 2014 to 2018). 

However, while the meat-alternative market has boomed, with experiments involving fast-food vegan burgers proving successful, the dairy side has notably lagged behind. Earlier this week, Eclipse Foods debuted with a vegan ice cream, which uses a “blend of plants to replicate milk on a molecular level, creating a dairy replacement that tastes, feels and functions just like conventional dairy.” 

Meanwhile, the chocolate industry has also been making strides to appeal to a range of dietary requirements. Sugar reduction has been a major focus, with Barry Callebaut recently launching WholeFruit chocolate, which is made from 100 percent cacao fruit and has at least 40 percent less sugar, 90 percent more fiber and 25 percent more protein than most dark and milk chocolates. Nestlé is also optimizing its cocoa fruit use, launching its own chocolate using only the beans and pulp as ingredients. 

Conversely, Innova Market Insights highlighted a consumer push toward premium and indulgent chocolates. In line with this demand, the analysis notes that innovators are no longer restricted to simple milk, dark or white chocolate types. With the emergence of chocolate made from the entire cacao bean, alongside ruby chocolate, European consumers are craving new and exquisite varieties. 

By Katherine Durrell