Mars Chocolate Drinks & Treats (MCD&T) is taking its Galaxy brand into the gluten-free cake market for the first time with the launch of a celebration cake.
The Galaxy Gluten Free Celebration Cake is described as having a moist sponge filled with Galaxy chocolate buttercream and topped with Galaxy Counters and chocolate swirls. It serves 16 people and is available in Sainsbury’s with an rsp of £11.
The gluten-free cake category is valued at £52m with growth of 12.3% [Kantar, 52 w/e 17 May 2020], noted MCD&T.
Looking at the celebration cake market as a whole, it added that its Galaxy Ripple Celebration Cake is the second best seller with value sales of its whole range up by more than a third [IRI 52 w/e 20 July 2019].
“We are really excited to be introducing this iconic brand into the gluten-free cake market for the first time. The new cake doesn’t compromise on taste, and we believe will attract not only gluten-free customers but also a wider audience, looking for a great looking, chocolatey flavoursome cake for all occasions,” said Michelle Frost, general manager, Mars Chocolate Drinks & Treats.
The manufacturer recently expanded the Galaxy brand with a cupcake platter and added several new products to its celebration cake line-up, including a Galaxy Triple Chocolate Cake, a MilkyWay Shooting Star Cake and M&M’s Hot Air Balloon Cake.