UK chocolate maker Thorntons has relaunched its Classic Collection range for the second time in two years.

The line, which generates GBP26.7m in sales (US$41.6m) for a business that turns over GBP215m a year, will include two new chocolates – Special Toffee Truffle and Orange Zest.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Thorntons said sales of the boxed chocolate brand were up 30% year-on-year. However, the company insisted the product needed “modernising”.

“We relaunched the Classic Collection two years ago and sales went from strength-to-strength, so we felt it was a good time to modernise and refresh it to keep consumer interest,” said sales and operations director Barry Bloomer.

“We have built on the success of the current design, retaining the brand, and brand colour cues, and improved the imagery to ensure it has even stronger appetite appeal to create real stand out on-shelf.”

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

Just Food Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Food Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now