UK: Thorntons brand enters the biscuits category

The Thorntons chocolate brand is entering the biscuits category with the launch of a new range that is being distributed under licence by Lightbody Ventures.

The new range comprises Chocolate Caramel Wafer Rolls, Caramel Wafer Rolls, Caramel Squares, Double Chocolate Melts and Mint Chocolate Melts and is positioned within the 'special treats' segment of the biscuits category, according to a report in FDIN.

Commenting on the launch,  Lightbody Ventures commercial controller John Steele said: “We have identified an opportunity to create a strong presence for Thorntons in the Special Treats segment of the Biscuits category", adding that: “the range encapsulates the quality of the Thorntons brand and offers consumers a luxurious product that can be enjoyed every day".

The Thorntons biscuits range is presently available exclusively in Asda stores where it currently retails for around £1.80 ($2.77) per pack.

Source: FDIN / Asda