GALAXY® is strengthening its More to Share portfolio with the launch of two new bakery-inspired flavours – GALAXY® Millionaire Crumble and GALAXY® Cinnamon Swirl. The latest additions combine GALAXY®‘s signature smooth chocolate with two popular and familiar flavour profiles.
The launch is backed by consumer insight, with GALAXY®’S research revealing that more than a third (36%) of its consumers rank Millionaire’s Shortbread as their favourite dessert-inspired flavour[1]. Meanwhile, the continued popularity of cinnamon across the bakery aisle highlights consumer demand for comforting, nostalgic flavours. Rather than choosing between the two, the brand has launched both, giving consumers a delicious dilemma while offering retailers a new way to encourage engagement at fixture.
Designed to meet growing demand for everyday indulgence and affordable treats, the new variants help retailers drive incremental sales through trend-led flavour innovation. GALAXY® Millionaire Crumble captures the rich caramel and buttery crumble flavours of a classic Millionaire Shortbread, while GALAXY® Cinnamon Swirl recreates the warming sweetness of a freshly baked pastry. Together, they offer shoppers a fresh take on familiar favourites, encouraging trial and repeat purchase across the GALAXY® range.
Romi Mackiewicz, Brand Director at Galaxy, said:
“Small moments of indulgence can make all the difference, and familiar bakery flavours have a unique way of bringing comfort. We wanted to capture those much-loved tastes through GALAXY’S® signature smooth chocolate, creating two new flavours that offer a fresh twist for loyal fans while inviting new consumers to experience GALAXY®. Whether shoppers are tempted by the rich caramel notes of Millionaire Crumble or the warming sweetness of Cinnamon Swirl, the NPD gives retailers a new way to encourage shoppers to engage with the category.”
Available in Food Warehouse and Iceland now (while stocks last), the new flavours will continue to roll out nationwide across the UK to Tesco, Co-op, Sainsbury’s, Asda and other retailers throughout Autumn 2026.
Galaxy Millionaire Crumble and Galaxy Cinnamon Swirl are available in the following formats:
Millionaire Crumble: More to Share, 160g block – RRP £3.25
Cinnamon Swirl: More to Share, 160g block – RRP £3.25
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