Masterfoods is gearing up for a major overhaul of its Galaxy Promises range with smaller bars and redesigned packaging, in an effort to improve sales of the “indulgent” range.
It is understood that the company believes that sales of the range have not been as strong as expected because the packaging has failed to attract consumers. Masterfoods is thought to believe that the packaging makes it look like a “discount” range.
This relaunch will be supported by the rolling out of four variants, including Cocoa Crisp and Roast Hazelnut, as countline bars to boost impulse sales. The bars and packaging are expected to be launched this autumn.
Masterfoods invested &£5m in the original launch, which included television and outdoor advertising, and the revamped products are expected to receive a similar level of spend.
Industry sources say that the actual product has been well received, but believe that it would create stronger sales with updated packaging. One source says: “Masterfoods knows that the packaging is a problem and it is rushing to try and fix it.”
Galaxy Promises, which was launched last autumn, is positioned as an indulgent product and is primarily aimed at women (MW June 16, 2005). Masterfoods hoped the launch of the range would win shelf space back from Cadbury’s Dairy Milk.