Thorntons is aiming to take a bite out of the Biscuits category with the launch of a new range of treats.
Britain’s best loved chocolate maker has introduced a selection of biscuits: Chocolate Caramel Wafer Rolls, Caramel Wafer Rolls, Caramel Squares, Double Chocolate Melts and Mint Chocolate Melts.
Thorntons believes the products are a perfect fit for the Special Treats segment of the Biscuits category – but wants them to be enjoyed as a treat by consumers every day.
Special Treats now make up around 7 per cent (£140m) of the total Biscuit category in the UK.
The biscuit range is being distributed under license by Lightbody Ventures and the company is confident that the new range will help it take a significant step into a category that is growing and developing.
John Steele, Commercial Controller at Lightbody Ventures said: “We have identified an opportunity to create a strong presence for Thorntons in the Special Treats segment of the Biscuits category. The range encapsulates the quality of the Thorntons brand and offers consumers a luxurious product that can be enjoyed every day.
“It was vital that we created exactly the right product that would give Thorntons stand out in this growing category. The quality and final range of products produced is exactly what we set out to achieve.”
Thorntons’ biscuit range is currently available in Asda and will roll out to other retail partners before the end of the year.
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