UK: Mars Drinks & Treats enters new category with Galaxy and M&M’s branded cakes

Mars brands Galaxy and M&M’s have entered into the cake category with the launch of Galaxy Chocolate Cake and M&M’s Chocolate Cake.

Aimed at women, the Galaxy chocolate cake is a chocolate sponge filled and covered with Galaxy buttercream and is priced at £12 ($20). Galaxy counters and ripple pieces are included to increase the visual appeal.

The M&S’s chocolate celebration cake, priced at £10 ($17), is designed to create colourful stand out on shelves. The chocolate sponge is sandwiched with chocolate filling, covered with bright icing and topped with real M&M’s.

Michelle Frost, General Manager for Mars Chocolate Drinks & Treat, said: “The cakes combine some of the nation’s best recognised and loved confectionery brands with great packaging, taste and on shelf-appeal. “We believe that these very distinctive cakes will add something new and exciting to the cake sector which is already growing at a rate of 19% year on year.”

Source: FDIN / FoodBev