Lily O’Brien’s adds lemon posset to desserts chocolate collection
Ireland-based chocolatier Lily O’Brien’s is unveiling contemporary new packaging for its much-loved Desserts Collection boxed chocolates which also now contains a new Lemon Posset recipe, as the brand gears up for the busy Christmas gifting period.
Now, all six chocolates are showcased front of pack, so shoppers can see the chocolate recipes contained within. The newly designed box also has a new recipe – Lemon Posset. This smooth and creamy lemon truffle in a dark chocolate cup sprinkled with meringue pieces joins some of the brand’s other popular dessert recipes, including Hazelnut Torte, Raspberry Infusion and Banoffee Pie.
The makeover comes as the inlaid box chocolates category is valued at £183 million within the grocery market. The premium inlaid box market accounts for over 40% of the category and is driving growth at +2.2%. Lily O’Brien’s, with a market value of £10.2 million, is performing ahead of the market and is now the third largest premium brand in the UK’s inlaid box market.
The Desserts Collection is Lily O’Brien’s top performing SKU in the UK and has shown exceptional growth over the last 5 years – more than doubling sales. The Desserts Collection continues to outperform the market at +6% YOY and is stocked by all major retailers.
“Despite a highly competitive premium chocolate market, we have made significant inroads in the UK and continue to set ourselves ambitious targets,” explains commercial director at Lily O’Brien’s, Andrew Marjoram. “Gifting and receiving chocolates is a big part of Christmas and especially when gifting, shoppers are looking for premium quality products to impress their loved ones and that reflect well on them. We’ve developed a new box design that will ensure Lily O’Brien’s Desserts Collection stands out on shelf when shoppers look for premium gift options and introduced a delicious new recipe – Lemon Posset that is sure to be a hit with chocolate lovers.”
Lily O’Brien’s are also investing in ATL advertising. Leading with an OOH campaign featuring the Desserts Collection in a classic Christmas Eve scene, the campaign will be activated on digital screens in key locations to reach mainstream shoppers nationwide in December and will be supported by print and digital advertising, social media and PR.
“Our Christmas campaign is the perfect opportunity for us to engage directly with chocolate lovers and continue to build Lily O’Brien’s position within the UK premium chocolate market,” concludes Marjoram.
Lily O’Brien’s new Desserts Collection boxed chocolates contain 18 chocolates and is currently rolling into major supermarkets nationwide (RRP: £7, 230g).
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