Thorntons has announced plans to bring its redesigned Continental boxed chocolate range to supermarket shelves in January 2016, ahead of the key spring sales period.
The new look range features not only a new box design, but also five new flavours, with Thorntons saying the new packs offer twice the stand out on shelf and 50% higher purchase intent from consumers.
Michelle Bernacki, Thorntons Senior Product Marketing Manager, explained the redesign, saying, “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,” she said.
The Continental range’s new flavours are Dark Espresso, Chocolate Milano, Seville Caramel Orange, Apricot Danish, and Salted Caramel Praline chocolates, while the new boxes have been designed to communicate the brand’s premium credentials and heritage, which dates back to 1954.
The range has been packaged in a variety of formats, with a 142g pack described as ideal for token gifts (RRP €7.50), to 284g pack (RRP €11), which is also available in gift-wrapping.
© 2015 - Checkout Magazine by Jenny Whelan.
