Thorntons 2016 revamp

Thorntons is revamping its Continental range for January with a new look and five new chocolates.

The brand is looking to tap the spring gifting period - including Valentine’s Day, Mother’s Day and Easter - with the new-format boxes, which are designed to help differentiate Continental from the brand’s Classic Collection. Spring sales of boxed chocolate confectionery were worth £139m this year [Nielsen 14 w/e 25 April 2015].

Continental will be available in two sizes: 142g (rsp: £6) and 284g (rsp: £9), with the larger pack also available in a gift wrap (rsp: £10). The new chocolates in the selection are Dark Espresso, Chocolate Milano, Seville Caramel Orange, Apricot Danish and Salted Caramel Praline.

“Our new Continental range will engage shoppers with a totally new proposition from an old favourite,” said Thorntons senior product marketing manager Michelle Bernacki. “Half of shoppers currently leave the boxed chocolate fixture without purchasing, but our research suggests the new Continental range will alter that dramatically.”

Italian chocolate group Ferrero, which completed its £120m acquisition of Thorntons this summer, was not involved in the Continental revamp.