Thorntons has given its toffee and fudge range a makeover.
The chocolatier said the new packs - showing workers of yesteryear making toffee and fudge - gave the range a playful, quirky feel. Thorntons has also launched solid 250g slabs of toffee that will go on sale exclusively in its own stores, and introduced four new flavours, including apple crumble and chocolate brownie.
It plans to add other products in the new year, including baton-shaped toffees, but has cut overall SKUs by 20% by reducing the number of pack sizes. The relaunch is part of a revamp of the entire range over the next 18 months that aims to revitalise the look and feel of the portfolio and stamp out complexity and duplication.
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