Mars extends Galaxy brand into coffee

Mars is stepping into the iced coffee market with the launch of two different mocha latte variants under its Galaxy choclate brand.

Galaxy

The chocolate owner is rolling the Galaxy Café Double Shot Mocha Latte across Tesco stores nationwide this month.

The products are made with UHT milk and contain Galaxy chocolate and coffee extract.

It marks Mars’ first move into the iced coffee market, which it claims has grown by more than 40% to almost £12m over the last 12 months, and will see the company go up against established brands such as Starbucks and Illy.

Bep Dhaliwal, trade communications manager for Mars, says the company is “confident” that the products will be a “huge success” despite its inexperience in the sector.

The launch is part of Mars’ push to develop innovation strategies for its chocolate brands over the next five years. Earlier this year, the UK confectionery business created a raft of marketing and R&D roles to help achieve the strategy.

The Galaxy brand is already available in hot drinks and milkshake variants.

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