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Investor
Information
Commercial
Outward
Growth - A plan for the future
The role of the retail outlet on the high street is evolving,
driven by a shift in consumer buying behaviour. Continued expansion
of the Multiple Grocers means that they are increasingly becoming a
one-stop-shop for everyday purchases.
As a consequence, the high street is becoming a leisure destination
for customers seeking more experiential shopping and more
considered purchases. For Thorntons this means that to maintain and
grow sales, the company needs to ensure its products are more
widely available, particularly in the Multiple Grocers which now
account for 52.3% of the chocolate confectionery market. (Source TNS April 03)
This goes hand in hand with developing our own stores to be
flagship destinations for the company.
Thornton's identified and commenced this new strategy over 2 years
ago, initiating a 12 month trial in partnership with Tesco to make
luxury confectionery bars from the Continental and Pure Indulgence
ranges available in both singles and multi-packs.
The Continental Viennese, Alpini and Cappuccino truffle bars were
stocked together with The Pure Indulgence Fudge, Marzipan and
Toffee Crunch products.
From nothing the range secured 2% of category sales, proving that
as the UKs No 1 luxury confectionery brand, Thorntons has a clear
role on fixture to offer the customer a premium branded choice and
the retailer higher potential cash margins.
Following this successful trial, a range of confectionery products
including luxury impulse bars, traditional bagged confectionery,
casual share cartons and block chocolate are currently now being
offered to all the Multiple Grocers and key High Street
confectionery retailers. In addition to Tesco, listings have
already been secured in both Safeway and Morrisons, with other
retailer listings close pending finalisation of terms.
This is paving the way for the launch of other core products,
including a luxury boxed chocolate range.
