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McVitie's Cake Bar range, introduced in 1998, are snack cakes based on existing Mars confectionary.
Galaxy and Milky Way, two of Mars' strongest brands, were the first to make the transition into cake bars.
These launch designs reflected the strong brand values of the associated confectionary to provide strong consumer recognition.
In the case of Galaxy, the psuedo-premium nature of the chocolate had to be conveyed. With Milky Way the childish playfulness came to the fore.
