Galaxy is taking on McVittie's and launching its own digestive biscuits.
Galaxy will launch two types of chocolate digestives, but they will only be available for three months.
Packs of Galaxy Milk Chocolate and Galaxy Orange Digestive Biscuits will be sold exclusively at Asda stores for three months from Thursday, December 29, 2022.
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Galaxy owner Mars says: "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… Every last crumb!"
Mars Chocolate Drinks and Treats GM Michelle Frost said Mars is responding to "extremely limited choice" in the branded digestive 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 to occupy.
"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.
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