Thorntons re-embraces biscuit market

Chocolate-maker Thorntons has returned to the world of biscuits with a new range aimed at adults. 

The selection, produced under licence by Lightbody Ventures, debuted in Asda last month and consists of Caramel Squares, Caramel Wafer Rolls, Chocolate Caramel Wafer Rolls, Double Chocolate Melts and Mint Chocolate Melts.

Each product has an RSP of £1.80, but the selection is on promotion until Christmas – the wafer rolls and squares at £1 and the melts at £1.25.

According to Thorntons, it is the first time the brand has launched a range in the Special Treats segment of the biscuits category.

In 2010, Thorntons unveiled a cookie range made by Northumbrian Fine Foods but this was discontinued over a year ago.

John Steele, commercial controller at Lightbody Ventures which has also distributed biscuits for Disney and Annabel Karmel 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 the final range of products is exactly what we set out to achieve.”

Last month Finsbury Food Group revealed it was launching a new Thorntons-branded range of cake bites in re-sealable bags under licence.

Little Temptations are clusters of chocolate, cornflakes and fudge available in milk and dark varieties.

Thorntons has a 40% share of the £35m cake bites market and has seen its sales grow 25% [IRI 52 w/e 18 July 2015].

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