• Drawing from Thorntons’ established heritage in chocolate craftsmanship, the new Classic Collection packaging has been designed to reflect the premium quality of the products inside
  • Three core packs have been launched to deliver accessible prices to shoppers and provide them with a premium boxed chocolate for every gifting occasion
  • The updated range will roll out from September

Thorntons is significantly revamping its Classic Collection, giving the popular boxed chocolate range a premium and contemporary look and feel as well as offering shoppers a range of pack sizes to suit every gifting occasion. The Classic Collection update champions Thorntons’ long heritage in crafting premium and high quality chocolates. The refresh will see an improved assortment that represents the UK’s most-loved flavours, including the introduction of three new delicious chocolates.

There will also be a launch of three core pack sizes (150g, 262g, and 449g), each targeting a different gifting occasion and offering accessible prices to shoppers. Retailers will also feel the benefit of the range, with a strong promotional pricing strategy that offers a great sales return.

Drawing from Thorntons’ established heritage in chocolate craftsmanship, the brand is reinforcing its premium credentials with significant packaging updates, with the inclusion of a foiled logo, distinctive brand fonts and a new box profile to help stand out on shelf. The refresh continues inside the box, with the dimensions and layout also being updated.

Thorntons is also optimising the assortment of chocolates within the Classic Collection, featuring the UK’s most loved flavours. Strawberries & Cream, Dark Butterscotch and Triple Chocolate join the refreshed line up, with the Triple Chocolate addition scoring highest of all the chocolates in the range following consumer appeal tests. The new assortment has also seen an overall increase in appeal following extensive testing, demonstrating that the collection delivers the right mix to encourage repeat purchases throughout the year.

Levi Boorer, Customer Development Director at Ferrero, said: “We know that Thorntons is much loved by shoppers for its expertise and heritage in crafting chocolates here in the UK with the nation’s most-loved flavours. The Classic Collection will now become more accessible to shoppers with a variety of pack sizes that suit every gifting occasion and is a perfect way for them to Pass the Love on to their loved ones. By refreshing the Classic Collection, the modern packaging reflects the premium quality of the product inside and we’re confident that the new look, plus the introduction of three new excellent flavours, will bring more shoppers into the category.”

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