THORNTONS LAUNCHES NEW MELTS CHOCOLATES
Thorntons is launching Melts, a praline in a milk chocolate shell, which will be available in Thorntons stores, supermarkets and convenience stores across the country this month.
Melts is Thorntons newest premium twist-wrap chocolate and follows in the footsteps of Moments in 2007, which grew to a £10m brand within a year of its launch.
Melts features praline centres wrapped in a smooth milk chocolate shell.
Thornton’s says this is perfect for sharing with friends and priced at just £3.99 for a 200g box, Melts represent excellent value for money.
Barry Bloomer, Thorntons Sales and Operations Director, says:
“The sharing sector accounts for almost 25% of total confectionery sales[1], and is still in growth year-on-year. This presented us with an opportunity to develop a premium, single flavour product to drive further growth in this category and to challenge established brands with the strength of Thorntons premium brand credentials. We are confident that Melts will prove to be extremely popular with chocolate lovers.
“Our aim is to introduce new shoppers to the category and to offer more choice to our already very-loyal customer base. We anticipate that Melts will appeal to a wide, predominantly female, audience, and will serve a wide-range of occasions – from a token gift to sharing occasions with friends.”
To support the launch of Melts, Thorntons will be giving away half a million boxes which contain three chocolate Melts each. This will be delivered via print advertising running for two weeks in March in women’s lifestyle magazines and national newspaper supplements, as well as through a new Thorntons Melts Facebook page, where 200 boxes of Melts will be given away each day for 12 days. Thorntonschocs Facebook friends just need to tag themselves in an application on the Melts group page to be in with a chance of winning, and Thorntons will pick 200 winners each day.
Melts from Thorntons is now available in Thorntons stores, supermarkets and convenience stores. For all stockist enquiries, please contact the Commercial department at Thorntons on 01773 542 392.
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