Brands such as Cadbury are attempting to get their Easter egg ranges out on shelves earlier than in previous years.
Thorntons, which has taken a hit from retail giants competing in the same space, is launching a 14-strong Easter range, which includes new-look packaging and two additional lines.
While Thorntons did not reveal specific details about the marketing behind the products, it is believed it will consist primarily of in-store activity.
The two new lines are a Bramble Bunny chocolate, priced at £1.99, and an impulse-sized Melt Treat for 59p.
Thorntons believe that the ribbon-tied packaging of the two new products will prove a point of difference to more prosaic offerings from its bigger rivals.
It is understood that should the packaging prove successful, Thorntons will roll it out to other products.
Barry Bloomer, managing director of Thornton’s sales and operations, said: "Thorntons has found a real niche with our unique and superior craftsmanship. Sales in 2010 suggest that consumers really do appreciate the intricate attention to detail that goes into the creation of our models and decorations, so we will keep innovating to capitalise on this demand."
The range will be available in supermarkets and convenience stores in the coming weeks.
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