Galaxy to launch milk chocolate and chocolate orange digestives at Asda

Confectionary producer Galaxy is to take on McVitie’s by launching its own digestive biscuits brand. It will launch milk chocolate and chocolate orange digestives but they will only be available for three months.

Packs of Galaxy milk chocolate and orange digestive biscuits will be sold exclusively at Asda stores for three months from Thursday, December 29, reported Chronicle Live. They will have a crunchy digestive base with a smooth and creamy milk chocolate filling.

Alongside the orange biscuits, Galaxy has launched the Galaxy Caramel Wreath, which features a rich chocolate mousse on a biscuit base topped with a layer of Galaxy caramel and wrapped in Galaxy chocolate.

There’s also a Galaxy Yule Log, which will be available at Iceland and the Food Warehouse.

Of the orange biscuits, Galaxy owner Mars said: “Combining the classic crunchy base of a digestive biscuit, with the irresistible creamy taste of smooth, finely milled Galaxy milk chocolate, this is a biscuit designed for you to enjoy for that little bit longer.”

Mars chocolate drinks and treats general manager Michelle Frost said that the brand is responding to “extremely limited choice” within the digestive biscuit market.

She said: “There has been very little challenge to the market leader in recent years, even though research would suggest that there is space for a market challenger brand. Particularly one that reaches different occasions and appeals to a wider spectrum of shopper demographics.

“The Galaxy brand is synonymous with great-tasting chocolate; consumers know the familiarity and quality to expect.”

The biscuits will retail for £1.89 a packet.