The brand is ramping up affordable luxury innovation, growing its £11M Desserts Chocolates Brand value with enticing NPD
Luxury chocolatier, Lily O’Brien’s, has unveiled a NEW and exclusive Desserts Collection, furthering its position as a leader in boxed chocolate gifting.
Available in Asda stores from this February, the product is initially launching on promotion at £9 across selected stores. Its usual RRP is £12.
Offering affordable luxury, the new SKU offers a premium look, feel, and taste for key spring gifting moments including Valentine’s and Mother’s Day.
The Spring Desserts Collection features the best-loved flavours from Lily O’Brien’s signature Desserts Collection. The sweet-inspired favourites from around the world include Hazelnut Torte, Raspberry Infusion, and Crème Brulée alongside the following new additions in a 24-piece box:
- Triple Chocolate Shot filled with rich dark chocolate ganache topped with creamy caramel and a sprinkle of white chocolate flakes.
- Berry Eton Mess is blended with crisp meringue pieces and white chocolate in a milk chocolate shell.
The launch follows the success of its last limited-edition launch, Christmas Desserts, which accounted for more than £1.5M growth in retail sales over the festive season.
Marketing Director for Lily O’Brien’s, Karen Crawford, said: “Lily O’Brien’s is all about luxury without the premium price tag – so we can reach a wider audience across both casual and inlaid box gifting.”
“Our previous limited-edition SKUs have surpassed expectations, supporting our brand and category share growth. Shoppers are looking for affordable, premium gifts which make a statement for different occasions. By tailoring our innovation to these moments, we can create a vibrant fixture which entices shoppers.”
The new Spring Desserts Collection joins the classic Desserts Collection which is available as an assorted 16-piece box in milk, dark and white chocolate.
Source: Lily O’Brien’s
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