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.
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.”