Chocolate blockbuster
Chocolate maker Thorntons is making its first entrance into the competitive UK chocolate block market. Thorntons will launch two new chocolate bars in October 2014 heralding an exciting new phase in its brand extension and development.
The total chocolate market is worth £3.99bn with the block category accounting for £584m, presenting Thorntons with a category-enhancing opportunity to drive the brand into high growth segments of the confectionery market.
The new tablet milk chocolate bars will go on sale in the convenience trade channel in early October in two flavours: Fabulous Fudge and Special Toffee. Thorntons will be supporting the launch with an interactive ‘Too good to share?’ social media campaign and significant BTL launch activity.
Phil Sargison, Thorntons commercial director says: “This launch will catapult Thorntons into an exciting new area of the market. We expect strong sales from these new products, driven by our fans loyalty to one of their favourite British chocolate brands and their love of the great taste of Thorntons.”
“Our extensive research confirmed the concept of a Thorntons block product was both exciting and appealing to our shoppers. We expect chocolate lovers to buy our bar in addition to their current favourites. Our Special Toffee has been around since 1925 and our fudge since the 1950s – both loved for decades they are the perfect flavours to complement our delicious milk chocolate recipe.”
