Mars Chocolate Drinks and Treats (MCD&T) has launched two new gluten-free cookies.
Galaxy Gluten Free Cookies and Twix Gluten Free Cookies contain gluten-free oats along with the signature flavours and chocolate of each brand. The Galaxy cookies feature smooth chocolate and Twix cookies have chocolate and caramel pieces.
Packs of four (rsp £2.89) contain individually-wrapped cookies (30g each), which the company said makes them perfect to consume at home or on-the-go.
Initially launching in Sainsbury’s, the range is set to roll out across other retail and convenience outlets over the coming months.
“Consumers are increasingly seeking gluten-free alternatives from both a dietary necessity and also as a lifestyle choice,” said MCD&T general manager Michelle Frost. “Our new gluten-free cookies deliver on taste and offer this growing shopper segment the opportunity to enjoy some of their favourite confectionery brands without compromise.”
The cookies market is currently worth £148m and has experience a 4% growth in value year on year, according to a 2022 IRI grocery outlets report. A 2023 report published earlier this year found that free from cookies now contribute more than £12m to the total category. In volume terms, this segment has increased by more than 6% over the past two years.
Despite brands representing 69% of conventional cookie value sales, they accounted for only 30% of gluten-free cookie sales, which depicts a significant £4.8m of retail sales opportunity within the category, MCD&T said.
The manufacturer appears keen to extend ranges across its brands, with Galaxy milk chocolate digestive biscuits and Galaxy orange digestive biscuits unveiled last December. It also extended the Maltesers Biscuits range with the launch of a raspberry variant joining mint and orange flavours in the line-up in 2022.
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