Amicelli Mars has decided to retain Amicelli boxed chocolate as a permanent line and to bring it under the Galaxy brand umbrella. Amicelli, which consists of 16 individually-wrapped, wafer-filled, chocolate covered hazelnut praline sweets, performed well after its launch last Christmas as a seasonal limited edition. According to Sam McElligott, Mars' external relations manager, the company is confident the product will prosper under the Galaxy name. "With consumers aware of the Galaxy brand and Amicelli sharing many of its characteristics, retailers will benefit from the opportunities offered," she said. Positioned as an all-year-round purchase, Amicelli targets women looking for an indulgent solo or shared treat. The move follows the launch of several Galaxy sub-brands, including Galaxy Liaison earlier this year, and Bounty first brand extension, Calapuno. {{P&P }}

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