Thorntons is pressing ahead with more store refurbishments and a comprehensive revamp of its product range.
Having refreshed three stores over the past 18 months, the confectioner said it was now ready to complete 20 to 25 refurbs in the coming year.
It will display more chocolate out of boxes, refresh display units and introduce under-shelf lighting in an effort to move away from a supermarket feel.
Thorntons will also revamp its entire range before 2015 and roll out new branding using a wider colour palette. It will group products under five sub-brands: Classics, Nostalgia, Just to Say, Indulgence and Continental, and reduce its overall SKU count.