Galaxy (chocolate)

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Galaxy is a brand of milk choclate made and marketed by by the Mars company (one of several related products punning upon the name Mars or "Master Foods" by using an astronomical name). It is most popular in the United Kingdom and the Middle East, where it is the leading brand in many countries.

The brand is also known as "Dove" in many parts of the world including the United States, People's Republic of China, Germany and Australia. It is not completely known why Mars, Incorporated uses two different brand names for what appears to be the same product, but history must certainly play a part. The Dove brand was purchased by the Mars company some years ago in the United States. The Galaxy brand appears to have its roots in the United Kingdom, partly because Dove is a brand of soap in the UK. Time will tell if the company merges both Galaxy and Dove into one unified global brand.

The Galaxy and Dove brands cover a wide range of products including chocolate bars -Milk chocolate, Caramel, Fruit & Nut, Minstrels, Ripple, Amicelli, Duetto, Promises, and Truffle which is softer and smoother than the regular chocolate. It also has a related brand called Jewels. The Galaxy and Dove brands also market a wide range of products including ready to drink chocolate milk, powdered chocolate, chocolate cakes, ice cream and so much more. It is found almost everywhere chocolate is found in supermarkets and variety stores.

Galaxy in the United Kingdom appears to be positioned for women and has followed a platform of "indulgence". That said it seems to be consumed by both women and men in relatively equal proportions. In the late 1980's the Brand ran an advertising campaign asking "Why have cotton when you can have silk". This upgraded the brand and since that time Galaxy seems to have run an ongoing campaign geared towards young women.

Confectionery products of Mars, Incorporated
3 Musketeers • Balisto/Tracker • Bounty • Celebrations • Dove/Galaxy bar • Kudos • Lockets • Maltesers • Mars Bar • M-Azing • M&M's • Milky Way • Revels • Snickers • Skittles • Starburst • Topic • Twix Discontinued: Marathon • Opal Mints • Spangles