Thornton's Luxury hot Chocolate Powder 1.6kg (1.6)

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The codename for Ferrero’s top-secret plan to buy Thorntons was ‘Project Cinderella’. But the Italian confectionery giant’s first-ever branded acquisition has been no fairytale. Arguably, Thorntons’ offerings in supermarkets gave it a run-of-the-mill effect with its products being readily available. Although its products appeared mass market, its prices still suggested a premium product. Just recently, the chocolatier signed a new deal with Waitrose. The partnership means Hotel Chocolat will be able to sell a selection of its products in Waitrose supermarket stores and online.

chocolate gifts delivered to your loved ones | Thorntons Get chocolate gifts delivered to your loved ones | Thorntons

When Michele died in 2015, third generation Giovanni hit the acquisition trail, starting with Thorntons, which he saw as a brand to compete with Cadbury in terms of heritage and consumer awareness.The supermarket tie-up has lots of similarities to fellow chocolatier Thorntons’ venture into grocery partnerships. Thirlwell recalled Hotel Chocolat’s business being built while Thorntons’ business was going downhill. For over a century, Thorntons has specialised in crafting high quality chocolate sweets, toffee, fudge and other confectionery.

in danger of mirroring Thorntons with new Is Hotel Chocolat in danger of mirroring Thorntons with new

Yet despite the challenges, and the seemingly sluggish progress, only a fool would bet against Ferrero. It has a long-term strategy and, crucially, the cash to make Thorntons a success again. The newest convert, opened in Belfast in March, saw an immediate 244% sales uplift – before the pandemic forced the business to shut all its stores.Location is also an important factor; Waitrose stores don’t tend to be centrally located unlike say the convenience arms of Tesco – Express and Metro – and with many Hotel Chocolat stores located on the high street and as concessions in areas such as train stations, this should limit competition between the two,” Elliot told Retail Gazette.