British chocolates rebranded

Premium British chocolatier House of Dorchester has announced a complete rebrand of its extensive portfolio of premium chocolates.

The rebrand, which comprises fresh new contemporary packaging designs together with some new product lines, will be featured in the company’s retail brochure published in October 2013 with shipment of the revised branding effective from 1 January 2014.  However,  John Lewis, a long-standing customer of House of Dorchester will be exclusively showcasing the new look collection from early October 2013 across 40 stores.

The innovative elegant, stylish packaging supports the established quality positioning synonymous with House of Dorchester.  It has been designed to offer improved synergy across the range and to boost overall impact on shelf.  The rebrand also makes it easier for consumers to identify products within the company’s extensive selection of chocolates under the umbrella House of Dorchester brand – and will also encourage trial of new or revamped lines.

The range will include:

chocolate bars (three variants) featuring British 70 per cent dark chocolate bar with Mitcham mint, British salted caramel milk chocolate bar with flakes of Anglesey sea salt and British milk chocolate. Each bar 85g

mini selections (three variants) featuring indulgent Dessert, Mint and Champagne truffle mini selections to capitalise on impulse / personal indulgence / wedding favour opportunities. Each mini selection 40g

a Sea Salt Caramel flavour (with a touch of Anglesey sea salt) to join the highly successful Stir in Hot Chocolate range alongside Mini Marshmallows and Chocolate Fudge (three variants). Each Stir in Hot Chocolate spoon 30g

Premium Drinking Chocolate Flakes (two  variants): Drinking Chocolate Flakes and Gingerbread Drinking Chocolate Flakes both made with British milk and 70% dark British chocolate. Each pack 180g

Chocolate Collections (five variants): Caramel; Coffee; Dessert; Mint and award-winning Violet Cremes (Gold* Great Taste Awards 2013). Each box contains 6 chocolates and weighs 75g to 80g dependent on variant

Connoisseur Collections (four variants) four classically popular flavours: Dessert; Mint, Rose & Violet, and award-winning Stem Ginger (Gold* Great Taste Awards 2012). Each box contains 12 chocolates and weighs 120g to 160g dependent on variant

Luxury Assortments (three variants): luxury milk, dark and white chocolate assortment in 200g and 400g and luxury dark chocolate assortment in 200g. Each 200g box contains 16 chocolates and 400g box contains 32 chocolates

Commenting on the dramatic new look for the House of Dorchester brand, marketing operations manager Katherine Ebbs said: “We are incredibly proud of our brand’s 50 year heritage but we felt it was time to strengthen the visual appeal of our range to drive home the premium positioning that is consistent with the superior quality chocolates for which House of Dorchester is renowned.  Our chocolates are ideal for every gifting occasion so our objective has been to ensure that first impressions of the brand match the exquisite tasting experience associated with our delicious British produced chocolates.  The new designs provide a powerful style statement which supports the luxury chocolate proposition, whilst also delivering dramatic impact in-store.”