Mars is launching vegan versions of its popular milk chocolate Galaxy bars in the UK.
The company is the first-ever large mainstream confectionary brand to launch a vegan milk chocolate bar. The new products will be available in three flavors: Smooth Orange, Caramel & Sea Salt, and Caramelized Hazelnut.
According to the Guardian’s food writer Tamal Ray, the bars have the same creaminess as traditional milk chocolate. He tried the Smooth Orange flavor and the Caramelized Hazelnut.
“I have no idea what sort of alchemical magic turns hazelnuts into cream,” said Ray. “But, whatever the process is, both bars of chocolate certainly look and feel the part.” Mars also taste-tested the bars before release; consumers rated them highly, with rival products — mainly dark chocolate — scoring lower for bitterness.
Catering to the ‘Vegan Buzz’
The new bars aren’t just animal-friendly, they’re good for the environment too. Each product is wrapped in compostable packaging made with wood fiber. They are packaged inside a cardboard sleeve, which is widely recyclable.
According to Kerry Cavanaugh — the unit director of chocolate at Mars –, the brand is launching vegan chocolate in response to consumer demand. “Wherever you look you can’t avoid the vegan buzz in the UK,” they said in a statement, before highlighting that the vegan chocolate market is growing, but still small.
“Vegan treats are currently only worth £10 million in a £4 billion chocolate market,” they continued. “We think that by introducing Galaxy, one of the UK’s best-known brands, there is a huge opportunity for the category to grow.”
The bars were certified as vegan by the UK’s Vegan Society. “We’re proud to register Galaxy’s first-ever non-dairy milk chocolate bars with our vegan trademark,” said Abigail Stevens — trademark marketing manager at the Vegan Society — in a statement.
She continued, “the brand has demonstrated that dairy is not necessary to make great tasting chocolate and that people can still enjoy their favorites without the use of animals.”
The new vegan Galaxy bars will cost £3 and go on sale at UK supermarket Tesco from Monday, November 18. They will also be available to buy from Amazon and online supermarket Ocado.