Galaxy Relaunches In India With Creamier Recipe And Actress Mrunal Thakur As Brand Ambassador
Mars Wrigley India has unveiled a reimagined version of Galaxy chocolate, positioning it as a premium indulgence tailored to contemporary Indian consumers. The relaunch highlights a new recipe described as irresistibly creamier and richer, coupled with an enhanced breaking design and a refreshed visual identity. The move is aligned with Galaxy’s philosophy of encouraging consumers to live unapologetically and savor every moment, a sentiment personified by the appointment of actress Mrunal Thakur as the brand’s new ambassador.
The relaunch introduces three flavors: Smooth Milk, Fruit & Nut, and Cookie Crumble. The campaign emphasizes the chocolate’s dual sensory experience, described as “Melty Outside, Intense Inside,” and is anchored around the tagline #TakePleasure. With this initiative, Galaxy signals a strategic effort to engage with younger, confident, and self-assured urban consumers who value indulgence as part of their lifestyle.
This launch reflects a broader wave in the Indian chocolate market, where brands are increasingly innovating to offer richer, more textured experiences while simultaneously leveraging brand personalities and limited-edition offerings to drive engagement. Globally, similar trends have been observed, with brands like Cadbury in Malaysia introducing creamier Dairy Milk bars with a reformulated recipe and Lindt launching Extra Creamy tablets.
Industry Trends And Themes In Indian Chocolate
Premiumization of chocolate: Consumers are increasingly seeking chocolates that deliver higher-quality, artisanal, and craft experiences. This includes new DTC store openings to chocolates made with carefully sourced ingredients, handcrafted techniques, and sophisticated flavor combinations. Examples include Manam Chocolate’s new Delhi store opening and their craft collections with medjool dates and dark chocolate walnut fudge, Shweta’s Gourmet Chocolates’ pineapple-chili fusion bars, and Ether Chocolate’s garden-mint dark chocolate bonbons.
Global inspiration and fusion flavors: Indian brands are experimenting with cross-cultural flavor profiles to create unique offerings. Examples include Cadbury’s Kesar Nuts and Cookie Crumble flavors, Shweta’s pineapple-chili bars, Manam Chocolate’s caramel-medjool date creations.
Recipe reformulations and creamier profiles: There is a noticeable trend among mass retail brands to tweak core chocolate recipes to enhance creaminess or smoothness. Examples include Galaxy’s relaunch with a richer, creamier recipe and Cadbury’s new Cadbury Milkinis, which introduced a milk-filled variant of Dairy Milk bars.