Masterfoods scales back Promises chocolate range

Confectionary giant Masterfoods is understood to be scaling back its Galaxy Promises range following disappointing sales of the indulgent chocolate brand.

The range was launched a year ago, in 200g bars with four variants, but is now being scaled back to the two best sellers – Caramel Crunch and Roast Hazelnut. It follows the launch of the range into countline bars in a bid to boost impulse sales.

The brand has already been overhauled, to include new packaging, in a bid to boost poor sales. Masterfoods is understood to have thought that the packaging was putting customers off, as it looked like a “discount range” (MW March 16).

Industry insiders say that Masterfoods have “got the launch the wrong way round” and should have introduced the impulse bars, rather than the 200g sharing bars first. They add that it also needs to do further work to the packaging.

The company invested £4m in marketing support for the brand, including a TV campaign, but has failed to follow up with further advertising. The roll out of the countline bar has mainly been supported by trade advertising.

One source says: ” The impulse launch has suffered as a result of the poor packaging and lack of support.”

Another insider says the range is “ticking over”, but has failed to live up to the promises that Galaxy made. He says: “It was supposed to be the mother of all launches. It was supposed to take over the world in six months, but it hasn’t.”