Galaxy (chocolate)
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Galaxy is a brand of milk chocolate made and marketed 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, the Netherlands, Canada, Australia and Greece. It is not completely known why the Mars company 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 Mars some years ago in the United States. The Galaxy brand appears to have its roots in the United Kingdom.
The Galaxy and Dove brands cover a wide range of products including chocolate bars - milk chocolate, Caramel (milk chocolate with soft caramel centre), Fruit & Nut, Minstrels, Ripple (milk chocolate with a folded or "rippled" milk chocolate centre), Amicelli, Duetto, Promises, and Truffle (milk chocolate with a truffle centre). 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, hot chocolate powder, chocolate cakes, ice cream and more. They are found in many 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 1980s 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.
Galaxy Caramel is marketed in Canada as Dove Caramel. It is the exact same item and is not similar to the Dove Caramel marketed in the USA.
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