Lily O’Brien’s expands Desserts Collection


Lily O’Brien’s has added new Lemon Posset recipe to its Desserts Collection boxed chocolates which is getting a contemporary new packaging.

The launch of the new variant and packaging will be supported with Christmas-themed ATL advertising and PR campaign, as the brand gears up for the busy festive gifting period.

All six chocolates are now showcased front of pack, enabling shoppers to see the chocolate recipes contained within.

Lemon Posset – a smooth and creamy lemon truffle in a dark chocolate cup sprinkled with meringue pieces – joins some of the brand’s other popular dessert recipes, including Hazelnut Torte, Raspberry Infusion and Banoffee Pie.

Lily O’Brien’s, with a market value of £10.2 million, is performing ahead of the market and is now the third largest premium brand in the UK’s inlaid box market, which is valued at £183 million within the grocery channel. The premium inlaid box market accounts for over 40 per cent of the category and is driving growth at 2.2 per cent.

The Desserts Collection is Lily O’Brien’s top performing SKU in the UK, witnessing exceptional growth over the last 5 years – more than doubling sales. The Desserts Collection continues to outperform the market at 6 per cent year on year.

“Despite a highly competitive premium chocolate market, we have made significant inroads in the UK and continue to set ourselves ambitious targets,” said Andrew Marjoram, commercial director at Lily O’Brien’s.

“Gifting and receiving chocolates is a big part of Christmas and especially when gifting, shoppers are looking for premium quality products to impress their loved ones and that reflect well on them. We’ve developed a new box design that will ensure Lily O’Brien’s Desserts Collection stands out on shelf when shoppers look for premium gift options and introduced a delicious new recipe – Lemon Posset that is sure to be a hit with chocolate lovers.”

The advertising campaign will be led by an OOH featuring the Desserts Collection in a classic Christmas Eve scene. The campaign will be activated on digital screens in key locations nationwide in December and will be supported by print and digital advertising, social media and PR.

“Our Christmas campaign is the perfect opportunity for us to engage directly with chocolate lovers and continue to build Lily O’Brien’s position within the UK premium chocolate market,” Marjoram added.

Lily O’Brien’s new Desserts Collection boxed chocolates contain 18 chocolates and has an RRP of £7, 230g.