Aiming to cement the chocolate bar’s position as a top ten confectionery brand, MITR brings the brand to Asia with high ambitions for travel retail. Currently the brand is primarily distributed in travel retail in parts of the Middle East and Asia, yet Galaxy® is the biggest chocolate brand in the domestic market. The majority of these sales come from just four markets: UK, Middle East, America and China. With these being the biggest travelling markets, MITR sees huge opportunity for its silky smooth chocolate brand.
New Galaxy® products are now available in travel retail with two of MITR’s category vision concepts in mind; ‘Showing Thought’ and ‘Home Sweet Home’, both of which revolve around gifting. The products included in the range are as follows;
Galaxy® Pouches: Mini bars of Smooth milk, Caramel and Crispy
Galaxy® Multi-Pack: Six tablets that includes 3 flavours; Smooth Milk, Caramel and Cookie Crumble (4 x 114g and 2 x 135g)
Galaxy® Jewels: A mixture of flavoured bonbons of Galaxy® chocolate
MITR will also continue to embed the Laws of Growth strategy with retailers, giving them compelling reasons for step-changing growth and unlocking missed opportunities within the confectionery sector. Showcasing how to drive sales through the conversion of lighter buyers with the Power of a Smile category vision, MITR will present tangible ways in which to apply the Laws of Growth and drive sales through excellence in execution in-store. All of these initiatives will be brought to life with product innovation, updated displays and an exciting program of activations and promotions for 2016.
“Asia is an important growth market for us and we remain very positive about the future in the region. Implementing the Laws of Growth through the lens of the Power of a Smile category vision presents a huge opportunity for Asia which we are excited to unlock. The launch of Galaxy® later this year will play a key role in the region, as will strategic partnerships in key markets to co-create a unique shopper experience at the shop floor level” says MITR Category Director, Matt Boulter.
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