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Mars Wrigley is launching into the valuable vegan market with a trio of variants of its famous Galaxy chocolate bar.

The three new Galaxy vegan lines – which are Vegan Society certified – are formulated to emulate milk chocolate, rather than being an ‘accidentally vegan’ dark chocolate. To create the effect, the new bars are made with hazelnut paste and a rice milk alternative.

Three flavours – Smooth Orange, Caramel & Sea Salt and Caramelised Hazelnut – will go into Tesco’s UK later this month, where they will sit in the retailer’s free-from fixture. Tesco and Ocado will get the range soon after. 

The products will have a distinctly premium price point of £3 per 100g (RRP).   

Kerry Cavanaugh, the unit director of chocolate at Mars, told The Guardian: “This is our first vegan product and we felt it was time to offer fans of our best-selling Galaxy brand more choice. We expect it to be very popular at Christmas for families and friends to share, as well as in Veganuary,” he said, referring to the annual phenomenon where people embrace plant-based diets for the whole of January.

Image credit: Image credit: Claudia Riccio Photography

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About the Author

Jim Manson

Editor-in-chief
Jim Manson is Editor-In-Chief of Diversified Communication UK's natural and organic publishing portfolio. He’s written widely on environment and development issues for specialist magazines and national media, including the Financial Times, The Guardian, The Times, Time Out and World Bank Urban Age.

Articles by Jim Manson
Jim Manson
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