Mars is to launch a vegan version of its best-selling Galaxy bar in the UK, the first move by a large mainstream confectionery brand to offer consumers a plant-based alternative to milk chocolate, The Guardian reports.
Three bar flavours will be available in the UK as of 18 November: orange, caramel and sea salt, and caramelised hazelnut.
The bars are packaged in a widely recyclable card sleeve and clear compostable film.
“We’re so excited to be bringing these delicious treats to Galaxy’s range using a vegan recipe that doesn’t compromise on the brand’s signature smooth and creamy characteristics,” said Kerry Cavanaugh, marketing director at Mars Wrigley UK.
“Wherever you look you can’t avoid the vegan buzz in the UK. Even though vegan treats are currently only worth £10 million in a £4 billion chocolate market, we think that by introducing Galaxy, one of the UK’s best-known brands, there is a huge opportunity for the category to grow.”
Mars Wrigley has worked closely with the Vegan Society on the launch and its logo appears on the packs.
Abigail Stevens, trademark marketing manager at the Vegan Society, said: “We are delighted that Galaxy, such a well-known brand, is entering the vegan market and offering more choice.”
While all dark chocolate is naturally or “accidentally” vegan if it has not had milk or cream added to it – and is prevalent in supermarkets’ dairy-free aisles – milk chocolate is more challenging to convert because of its dairy content. Often chocolate products do not carry a vegan label because of the risk of cross-contamination when they have been made in factories where dairy and other products are used.
