Thorntons has introduced a range of new Easter products under its new Harry Hopalot brand.

The range includes small and large milk and white chocolate bunny moulds, a white chocolate egg, and a treat size chocolate rabbit. All packs feature a cartoon of Harry Hopalot carrying a satchel of Easter eggs.

“The Impulse formats will significantly increase our presence and sales in the early part of the season,” says commercial director Phil Sargison. “Retailers should start stocking Easter items by the first week in January – filled eggs, mini eggs & novelty self eat were worth £905,000 in the convenience market (w/e 5/1/13), which was up 13% year-on-year.”

The new brand will be supported by PR activity, online and social campaigns, as well as in-store POS. Harry Hopalot joins Thornton’s existing Easter line-up, which includes Miss Flutterby and Footy Fanatic children’s eggs, and the successful Bramble Bunny range. The firm claims its novelty gifts sales increased 400% in 2013 driven by 250g and 80g Bramble Bunny formats.