Masterfoods is gearing up for a second relaunch of the Galaxy brand in 2005 after last year’s repackaging failed to boost sales.
It is understood that the confectionery giant will review the number of lines that it has under the Galaxy brand, which includes its moulded chocolate variants, Ripple and Minstrels, as well as examining its packaging and positioning.
The repositioning is expected to be supported by a multi-million pound investment in above and below-the-line advertising. Industry insiders say that the Galaxy brand has not performed as well as expected since its repackaging and that it saw particularly poor sales over the Christmas period.
The latest review has been prompted by research carried out by Masterfoods, which shows that consumers do not understand what the Galaxy brand stands for or where it fits into the confectionery category.
Its boxed chocolate product, Galaxy Silk, is understood to be the first line that will be revamped. The Galaxy milk chocolate bar, which is the most popular line and has been a key driver of sales, is still in the top ten best sellers, according to TNS figures. Sales from March show that it has slipped to eighth place from fifth in January.