Thorntons has revamped its Continental range ahead of the key spring sales period.
Available from January, the pack will feature five new flavours: dark espresso, chocolate Milano, Seville caramel orange, apricot Danish and salted caramel praline chocolates.
Premium packaging will draw on the brand’s heritage, which dates back to 1954.
The new pack will help to differentiate between the recently redesigned Thorntons Classic Collection, making it easier for shoppers to select the right product, according to brand owner Ferrero.
The firm said the new packs will generate 50% higher purchase intent, adding that spring represents a lucrative £139m sales opportunity for boxed chocolate in the UK with the help of Valentine’s Day, Mother’s Day and Easter.
Thorntons senior product marketing manager Michelle Bernacki said: “Our new Continental range will provide an even more perfect solution for convenient, yet premium, high impact gifting by engaging shoppers, inspiring and delighting them with a totally new proposition from an age-old favourite.
”Half of shoppers currently leave the boxed chocolate fixture without purchasing, but our research suggests that the new Continental range will alter that dramatically. So much so, in fact, that 18% of shoppers who give flowers, and 31% who give wine said they would change their gifting habits to give Thorntons Continental instead.”
The Continental collection is available in a range of formats including the 142g (rrp £6), the 284g (rrp £9) and the 284g is also available gift wrapped (rrp £10).