Thorntons Refreshes Continental Range

Thorntons is giving its iconic Continental range a New Year makeover ahead of the key spring sales period. Hitting shelves in January, the new look range will feature a premium new box design and five delicious flavour additions, with the new packs generating twice the stand out on shelf and 50% higher purchase intent.

Spring represents a lucrative £139m sales opportunity for boxed chocolate confectionery in the UK with three key gifting occasions (Valentine’s Day, Mother’s Day and Easter). Inlaid boxed chocolates are the most popular gifting format and Thorntons new Continental collection is designed to be the perfect premium gifting solution for these special occasions, with the inlaid format set to drive value into the category.

New to the Continental range are; a Dark Espresso, Chocolate Milano, Seville Caramel Orange, Apricot Danish, and Salted Caramel Praline chocolates, while the new boxes will communicate the brand’s premium credentials and heritage, which dates back to 1954. The pride and passion of Thorntons’ home-grown chocolate makers is also celebrated on box, heralding in a new era for the Continental range. The new look and premium positioning will help to differentiate between the recently redesigned Thorntons Classic Collection, making it easier for shoppers to select the right product for their gifting needs.

The Continental range provides the perfect solution for shoppers looking for a convenient, high impact, premium gift for any occasion which they can trust is going to be well received. Research shows that consumers not only love to receive Thorntons as a gift, but they love to give it too, making it the number one brand for both gifting and receiving1, an iconic beacon brand that will attract customers to the confectionery fixture.

Michelle Bernacki, Thorntons senior product marketing manager, said: “Our new Continental range will provide an even more perfect solution for convenient, yet premium, high impact gifting by engaging shoppers, inspiring and delighting them with a totally new proposition from an age-old favourite.

“Half of shoppers currently leave the boxed chocolate fixture without purchasing, but our research suggests that the new Continental range will alter that dramatically. So much so, in fact, that 18% of shoppers who give flowers, and 31% who give wine said they would change their gifting habits to give Thorntons Continental instead.”

The Continental collection is available in a range of formats to suit differing shopper missions including: the 142g which is perfect for thoughtful token gifts, and the 284g which is aimed at the more significant gifting occasion. The 284g is also available in a gift wrapped outer to make the gifting process even easier, perfect for capturing those impulsive sales and last minute distress purchases.

Source: Thorntons